UGC Approved Journal no 63975(19)

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 5 Issue 9
September-2018
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIR1809703


Registration ID:
188971

Page Number

372-379

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Title

A study on influence of celebrity endorsed advertisements on selected consumer products.

Abstract

The practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements has proliferated over time. Despite the cost and the risks involved with this technique of advertising, it is been used quite extensively in the present era. The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management. India as a country is known for loving its stars. The Indians idolize their cinema actors and cricketers. The advertisers see this as an opportunity to grab and work on so as to expand their operations and promote their product. The practice of celebrity endorsements has proliferated over time. In the past decade celebrity advertisement has been the most prevalent and successful form of advertising. Reason for this is that celebrities are considered to demonstrate a number of dynamic personality. The present research begins with the review of existing literature available on effectiveness of celebrity endorsements which provides an insight into the research topic. The data is collected through a questionnaire a quantitative method is used for this research to investigate the opinion of the consumer towards celebrity advertisements on selected fast moving consumer products. The data is collected through a questionnaire method with a sample size of 500 consumers and analyzed with statistical tools such as percentage analysis and parametric T test. Finally, the results of the study prove that celebrity advertisements have a positive effect on the consumers of selected products. The aim throughout this study is to present the relevant academic theory determining the effectiveness of celebrity advertisement on selected products.

Key Words

A study on influence of celebrity endorsed advertisements on selected consumer products.

Cite This Article

"A study on influence of celebrity endorsed advertisements on selected consumer products.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 9, page no.372-379, September-2018, Available :http://www.jetir.org/papers/JETIR1809703.pdf

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2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"A study on influence of celebrity endorsed advertisements on selected consumer products.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 9, page no. pp372-379, September-2018, Available at : http://www.jetir.org/papers/JETIR1809703.pdf

Publication Details

Published Paper ID: JETIR1809703
Registration ID: 188971
Published In: Volume 5 | Issue 9 | Year September-2018
DOI (Digital Object Identifier):
Page No: 372-379
Country: -, -, - .
Area: Engineering
ISSN Number: 2349-5162
Publisher: IJ Publication


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