Celebrity Endorsement Impact on Beauty Products Buying Behaviour of Young Females: Personality Trait as a Moderator
DOI:
https://doi.org/10.58932/MULA0052Keywords:
Celebrity Endorsement, Buying Behavior, Beauty Products, Females, Personality traitAbstract
Celebrity endorsement has emerged as a pivotal strategy in modern marketing, particularly within the beauty industry, where female consumers represent the primary target audience. This study explores the influence of celebrity endorsements on consumers’ buying behaviour, focusing on their ability to shape perceptions, build trust, and drive purchasing decisions. Drawing from theoretical framework of Cooper’s (1984) and Erdogan’s (1999), the study highlights how celebrities enhance brand recall, credibility, and desirability. Theoretical frameworks such as the Source Credibility Model and Cultivation theory are employed to analyse the effectiveness of endorsements in aligning celebrity traits with brand values. The survey method was employed in this study and data was collected from 350 females’ age range from 18-40 years. Findings reveal that celebrity endorsements significantly impacted on brand visibility and consumer trust, with attractive and credible celebrities driving higher engagement. However, the study also underscores the complexity of ensuring a good celebrity-brand fit, as mismatched endorsements can harm brand reputation. Additionally, factors such as emotional appeal and perceived lifestyle associations play a critical role in influencing buying decisions. This study concluded that celebrity endorsement, is a powerful marketing tool, must be strategically aligned with the brand’s goals and consumer expectations.
References
Aaker, D. A. (1996). Building strong brands. Free Press.
Akbar, A., Ahmad, S., Nadim, M., Bhatti, M. A. A., & Khan, H. (2024). Affect of Hrm on Employee Motivation Towards Green Creativity and Initiatives. Center for Management Science Research, 2(3), 197-216.
Akbar, A., Ahmad, S., Ali, M., Fayyaz, M. T., Ali, I., & Bhatti, M. A. A. (2024). Employee Development and Training: How HRM Helps in Staying Competitive in the Changing Market Condition. Al-Qanṭara.
Ahmad, S., Qamar, A. J., Bhatti, M. A. A., & Bashir, U. (2023). Integrating Islamic Ethics with Modern Governance: A Comprehensive Framework for Accountability Across Religious, Social, and Economic Dimensions. Al-Irfan, 8(15), 51-79.
Anjum, G., & Bhatti, M. A. A. Discover the Impact of Internet Usage on the Academic Performance of Library and Information Science Students. Indonesian Journal of Multidiciplinary Research, 4(2), 377-388.
Akbar, A., Ahmad, S., Khalid, M., Aslam, M. F., & Bhatti, M. A. A. (2024). Analyzing the Effect of Green HRM on Organizational Performance. Bulletin of Business and Economics (BBE), 13(2), 864-869.
Ahmad, S., Bhatti, M. A. A., & Imam, M. A. (2023). Balancing Control and Collaboration: Project Manager Accountability in Multi-Layered Governance Systems. Journal of Professional Research in Social Sciences, 10(2), 134-155.
Bhatti, M. B. A., & Durrani, M. K. (2024). The effect of project managers’ competencies on project success with mediating role of project stakeholders’ engagement: A case of IT sector. Journal of Management Info, 11(1), 51-73.
Chaiken, S. (1979). Communicator physical attractiveness and persuasion. Journal of Personality and Social Psychology, 37(8), 1387–1397. https://doi.org/10.1037/0022-3514.37.8.1387
Cooper, J. (1984). Celebrity endorsement in advertising. Journal of Marketing, 48(3), 41–46.
Chughtai, M. A., Bhatti, M. B. A., & Naqvi, I. H. Ethics before Trust in Organization Public Relationships (OPRs): A Review of Real Estate Organizations.
Costa, P. T., Jr., & McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO PI-R) and NEO Five-Factor Inventory (NEO-FFI) professional manual. Psychological Assessment Resources.
DeYoung, C. G. (2015). Cybernetic Big Five Theory. Journal of Research in Personality, 56, 33–58. https://doi.org/10.1016/j.jrp.2014.07.004
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behaviour, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Fahy, J., & Jobber, D. (2019). Foundations of marketing (6th ed.). McGraw-Hill Education.
Gerbner, G., Gross, L., Morgan, M., & Signorielli, N. (1980). The “mainstreaming” of America: Violence profile no. 11. Journal of Communication, 30(3), 10–29.
Glucksman, M. (2017). How influencers are shaping consumer behaviour on social media. Journal of Marketing Management, 33(9-10), 836-846.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43–54. https://doi.org/10.1080/00913367.2000.10673613
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. Yale University Press.
Jawad, S., Naveed, H., & Akram, M. B. (2020). Academic Performance of Enrolled Students in the University of Lahore, Pakistan. Quest Journal of Management and Social Sciences, 2(2), 357-365.
Bhatti, M. B. A., & Khan, M. K. (2024). Implications of Project Managers’ Competencies on Project Success Moderating effect of Project Risk Management: A case of IT Sector in Lahore. Pakistan Journal of Multidisciplinary Research, 5(1), 66-85.
Jia, J., Wang, Y., & Liu, X. (2021). The impact of celebrity endorsements on social media consumer behaviour. Journal of Digital Marketing, 15(2), 45-58.
John, O. P., & Srivastava, S. (1999). The Big Five trait taxonomy: History, measurement, and theoretical perspectives. In L. A. Pervin & O. P. John (Eds.), Handbook of personality: Theory and research (2nd ed., pp. 102–138). Guilford Press.
Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4–13. https://doi.org/10.1080/00913367.1990.10673175
Kaushik, R., & Balyan, R. (2017). The impact of celebrity endorsements on consumer buying behaviour. International Journal of Research in Management, 7(1), 33-41.
Malik, S., & Qureshi, S. (2016). The effectiveness of celebrity endorsement in advertising: A study of Pakistani youth. Journal of Marketing and Consumer Research, 31, 58-64.
Matz, S. C., Gladstone, J. J., & Stillwell, D. (2016). Psychological targeting as an effective approach to digital mass persuasion. Proceedings of the National Academy of Sciences, 114(48), 12714–12719. https://doi.org/10.1073/pnas.1710966114
McCormick, H. (2016). The impact of female celebrity endorsements on brand credibility. Journal of Marketing Studies, 12(3), 20-31.
McCrae, R. R., & John, O. P. (1992). An introduction to the five-factor model and its applications. Journal of Personality, 60(2), 175–215. https://doi.org/10.1111/j.1467-6494.1992.tb00970.x
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321. https://doi.org/10.1086/209217
Morgan, M., & Shanahan, J. (2010). The state of cultivation. Journal of Broadcasting & Electronic Media, 54(2), 337-355.
Nabi, R. L., & Riddle, K. (2020). Cultivation theory and the media. In J. Bryant & M. B. Oliver (Eds.), Media effects: Advances in theory and research (4th ed., pp. 55-71). Routledge.
Nelson, M. R., & Deborah, R. (2017). The power of celebrity endorsements in advertising. Marketing Insights, 29(4), 10-13.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers' intentions to purchase. Journal of Advertising Research, 31(1), 46–54.
Reynolds, T. J. (2000). The role of celebrity endorsers in advertising effectiveness. Journal of Marketing Communications, 6(3), 155-169.
Rentfrow, P. J. (2010). The role of personality in consumer behaviour. Journal of Consumer Psychology, 20(3), 341-347.
Rafaqat, M. ., Azad, F. ., Ahmad, S. ., Aijaz, K. ., Ikram, S. H. ., Bashir, U. ., Bhatti, M. A. A. ., & Saeed, S. . (2024). Impact of Governance and Strategy Performance on Employer Branding. Research Journal for Societal Issues, 6(2), 852–867.
Bhatti, M. A. A., & Nazir, M. U. (2024). The Impact of Project Process Management on Sustainable Project Success in the Construction Sector: The Moderating Role of Risk Management Practices. Bulletin of Business and Economics (BBE), 13(2), 1065-1072.
Rollins, L., & Bhutada, G. (2014). The impact of celebrity endorsements on consumer purchase intention. Journal of Marketing and Consumer Research, 5, 1-6.
Soto, C. J. (2019). How personality traits influence consumer decisions: An integrative review. Personality and Individual Differences, 139, 48–54.
Werasiri, A. (2017). The authenticity factor in celebrity endorsements. Journal of Brand Management, 24(2), 101-112.
Wu, H., & Wen, Z. (2021). Digital celebrity endorsements and consumer behaviour. Journal of Interactive Marketing, 54, 45-59.
Yang, X. (2018). Celebrity endorsement and consumer attitude: A review. International Journal of Marketing Studies, 10(3), 50-57.
Zhai, et al. (2022). The impact of celebrity endorsement on brand equity in beauty industry. Marketing Intelligence & Planning, 40(1), 89-102.
Zhu, Y., & Chen, H. (2015). Social media and consumer behaviour in emerging markets: The role of celebrity endorsements in Pakistan. International Journal of Business and Management, 10(3), 77-87.
Zamudio, S. (2016). Celebrity endorsements in emerging markets. Journal of Brand Strategy, 5(4), 312-322.
