A Study on Influence of Celebrity Endorsement on Online Consumer Buying Behaviour with Special Reference to Food Products
Celebrity endorsements are now a common marketing tactic used by businesses in a wide range of sectors to increase brand awareness and sway customer behavior. Celebrity branding has been more prevalent in the food product industry, as businesses use the attraction and popularity of these individuals to influence customer choices. The purpose of this study is to examine the complex relationships that exist between consumer purchasing behavior and celebrity endorsement in the context of the food sector. The study takes a multipronged approach, fusing insights with quantitative data to explore the nuances of consumer reactions to celebrity endorsements in the food product space. Through the analysis of a wide variety of food goods, the study aims to clarify the varying effects of celebrity endorsements in different categories and customer groups. In addition, the initiative aims to investigate the psychological factors that underlie consumer perceptions and actions in reaction to food sector celebrity endorsements. To understand their complex impact on consumer decision-making processes, factors including consumer-brand connections, celebrity credibility, and congruence between the celebrity and the recommended product will be closely examined. By conducting a thorough analysis of empirical data and theoretical frameworks, this research project seeks to offer significant insights. A descriptive research methodology employing Quantitative analysis was considered for the study. A sample of 384 respondents from across Bangalore was chosen using the non-probability sampling method. A well-structured questionnaire was prepared, and the survey method of data collection was used. The questionnaires were collected using both online and offline methods. The data collected was analysed using the SPSS, AMOS and Andrew Hayes process macrosModel 1 with multi categorical variables. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
Studies in Big Data;Volume;158;pp.519-529
Springer Science and Business Media Deutschland GmbH
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.1007/978-3-031-70855-8_44 https://www.scopus.com/pages/publications/86000109463?origin=resultslist
Clifford M.J., School of Commerce, Christ (Deemed to be University), Bengaluru, India; Kavitha R., School of Commerce, Finance and Accountancy, Christ (Deemed to be University), Bengaluru, India