STAR POWER: THE
INFLUENCE OF
CELEBRITY
ENDORSEMENTS ON
CONSUMER BRAND
PREFERENCES
Serafima Huzava 54193
INTRODUCTION
Celebrity endorsements are
everywhere — TV, social media,
billboards.
Celebrities influence trends,
opinions, and consumer choices.
KEY QUESTION: Do
endorsements really shape
brand preferences?
RESEARCH OBJECTIVES & QUESTIONS
Objectives:
Explore the impact of
celebrity endorsements
on brand preference.
Identify which celebrity
traits matter most.
Examine differences in
consumer response by
age group.
Research Questions:
Do endorsements
influence buying
behavior?
What makes a
celebrity ad
effective?
Does celebrity
influence result in
long-term loyalty?
LITERATURE REVIEW
HIGHLIGHTS
Parasocial relationships increase trust in
endorsements.
Credibility & expertise are more effective
than just fame.
Gaps in literature:
Short-term focus
Limited age/regional coverage
Less data on influencer marketing
“Celebrity image plays a dual role: enhancing brand appeal during favorable
moments and damaging brand perception during personal controversies.”
(AUJBSS, Adeleke University)
RESEARCH METHODOLOGY
Method: Quantitative online
survey
Participants: 25 respondents
Tool: Google Forms, 12 questions
Focus: Shopping habits, trust in
celebrity ads, brand recall
Focus Areas:
Frequency of celebrity ad exposure
Influence on product choice
Trust and perception of endorsers
Brand recall and purchase behavior
KEY RESULTS
GENDER
Female 60.9%
Male 26.1%
Other 13%
AGE
13%
74%
13%
<18
18-34
34+
Most respondents see
celebrity ads often or
occasionally.
10 said endorsements
“sometimes” influence them.
Reputation & expertise valued
more than appearance and
popularity.
Social media is the most
impactful ad platform.
Top influenced categories:
cosmetics, clothing,
electronics
KEY RESULTS
How often do You shop per month?
Does the presence of a celebrity in an
advertisement influence your product choices?
KEY RESULTS
Which type of celebrity advertising do
you prefer the most?
If your favorite celebrity promoted a
product you don’t need, would you buy it?
CONSUMER TRUST & BEHAVIOR
Trust depends on
the celebrity —
not automatic.
Most would not
buy unnecessary
products, even if
endorsed.
Endorsements
shape perception
more than
behavior.
Authenticity and
brand fit are
critical.
Examples:
Jang
Wonyoung’s
campaigns
(Innisfree, Miu
Miu) boosted
brand appeal
for Gen Z.
Rihanna’s
involvement is
Fenty Beauty
campaigns
COMPARISON WITH LITERATURE
Aspect
Literature Findings
Survey Findings
Effectiveness of Endorsements
Endorsements influence consumer
behavior if the celebrity is credible and
relevant.
10 respondents said they’re sometimes
influenced; 9 said never — weak effect.
Most Influential Celebrity Traits
Expertise, trustworthiness, and
reputation matter more than fame.
Reputation and expertise were toprated qualities; appearance and
popularity ranked low.
Consumer Trust
Trust depends on the perceived
authenticity of the endorsement.
Most trust celebrities with caution or
only if they relate to the celebrity.
Social media and influencers
increasingly outperform traditional
di
Limited research on sustained brand
loyalty from endorsements.
Instagram, TikTok, and video bloggers
were preferred over TV and billboards.
Preferred Media Platforms
Long-Term Impact / Loyalty
Risks of Mismatch
Mismatched endorsements can harm
brand image (e.g., controversial ads).
Most respondents wouldn’t buy
products they don’t need, even if
d
d
Respondents noted trust drops if the
celebrity isn’t aligned with the product
or values.
Results support existing findings: Credibility and brand-celebrity fit are essential.
Endorsements must feel authentic.
IMPLICATIONS FOR
MARKETERS
Choose endorsers that reflect the
brand's values.
Use social media for high
engagement and visibility.
Consider micro-influencers for trust
and niche targeting.
Monitor public response to avoid
negative impact.
CONCLUSION
Celebrity endorsements have
moderate influence on
preferences.
Consumers value trust,
relevance, and authenticity.
Endorsements boost
visibility, not always sales.
Future research: long-term
loyalty, cross-cultural impact,
influencers & virtual idols.
THANK YOU FOR
ATTENTION!