Beyond the Screen: Celebrities and their Influence on Consumer Purchase Intentions in Sri Lanka

M. S. Ishar Ali, Jenitta Resi Tony and T. Baskar
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M. S. Ishar Ali: Department of Business and Management Studies, Faculty of Communication and Business Studies,Trincomalee Campus, Eastern University, Sri Lanka
Jenitta Resi Tony: Department of Business and Management Studies, Faculty of Communication and Business Studies,Trincomalee Campus, Eastern University, Sri Lanka
T. Baskar: Department of Business and Management Studies, Faculty of Communication and Business Studies,Trincomalee Campus, Eastern University, Sri Lanka

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 3, 492-501

Abstract: The majority of researches have looked in to how celebrity endorsers affect consumers’ propensity to buy. In respect to the fairness cream market in the Sri Lanka, this study enables marketers to gain a deeper understanding of celebrity endorsement and reveals the impact of celebrity endorsement indicators on purchase intention. The study is a descriptive one that looks at the Sri Lanka fairness cream market to see how endorser features affect purchase intention. A solid foundation for identifying each and every study variable was supplied by the literature review. Data were gathered from customers in the Sri Lanka using a structured questionnaire. For this study, the researcher connected 250 respondents. Statistical Packages for Social Scientists (SPSS) was used to analyze the data. Descriptive statistics, correlation and regression analysis were used to analyze the data and derive conclusions. It is found that the celebrity endorsements have an effect on consumers’ intentions to buy cosmetics products mainly fairness cream, as well as on indications of celebrity endorsements including perceived credibility, perceived expertise, perceived trustworthiness, and perceived congruity have positive relationship with customers intention to buy.

Date: 2024
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