Exploring the Role of Celebrity Endorsements in Shaping Impulse Buying Behaviour
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Abstract
Today, celebrity endorsements have become a powerful tool as far as modern marketing strategies which impact the behaviour of consumers across various demographics are concerned. The fact that celebrity endorsements play a significant role in shaping up the impulse buying behaviour amongst consumers has gained notable attention from marketers as well as researchers. Impulse buying is when the decision to make a purchase is spontaneous and impromptu and is fueled by emotional triggers. The current paper studies how celebrity endorsements lead to impulse buying by targeting the perceptions, emotions and purchase intentions of the consumers. The current study, which is based on various secondary data sources such as market reports and academic research, shows that celebrity endorsements are well-efficient in increasing brand recall, shaping emotions and forming immediacy. The research also studies the psychological tools essential to the impulse buying behaviour, which include emotional connect with the celebrities, social influence and trust. The findings of the study point towards the suggestion that the efficiency of celebrity endorsements changes as the product type, the conformity between the product and the celebrity and the demographic features of the target group change. The study presents perceptions and suggestions for marketers to further enhance the way they utilise celebrity endorsements to trigger the impulse buying behaviour amongst consumers.