Influence of Celebrities Endorsed in Mobile Phone Advertisement on Consumer Buying Behavior

Introduction

In Pakistan, the increasing adoption of mobile phones is driven by the demand for innovative trends and the desire for an easier lifestyle. Mobile phone commercials are widespread in the Pakistani market, supported by significant investments. Prominent mobile phone brands such as Nokia, Samsung, Q Mobile, and Voice operate in Pakistan, contributing to the growth of the mobile phone industry. These commercials employ various themes and strategies, with celebrity endorsements standing out as a particularly effective approach. Celebrity endorsements are a common practice among companies aiming to enhance their product image, as people tend to idealize celebrities, ultimately influencing consumer behavior.

Influence of Celebrity Endorsements on Consumer Buying Behavior

Advertisements primarily aim to raise awareness among potential customers and encourage purchases. Over the past decade, the marketing environment has significantly evolved, with the presence of celebrities in advertising campaigns becoming more prominent. Most television advertisements feature a celebrity demonstrating the use of a product or service, thereby influencing potential buyers. Companies invest heavily in celebrity endorsements because customers are more likely to be influenced when they perceive a genuine connection between the endorser and the product, rather than a purely financial relationship. To increase market share, many popular products in Pakistan are endorsed by celebrities, resulting in quick brand recognition and consumer preference.

According to Friedman & Friedman (1979), "A celebrity is a person who has accomplishments in areas other than that of the product class endorsed, such as sports figures, actors, performers, etc., and is well-recognized by the community." McCracken (1989) pointed out that a celebrity is someone who has achieved a significant response from the public and uses this status in various promotions to attract customers. Celebrities can be from diverse fields, including sports, movies, politics, television, and business. Miciak & Shanklin (1994) noted that even animated characters like Fred Flintstone can be considered celebrities.

Stafford, Spears, & Hsu (2003) defined a celebrity endorser as "A renowned individual who uses public recognition to recommend or co-present a product in an advertisement." Seno & Lukas (2007) described a celebrity endorser as someone who holds societal admiration and uses that fame in commercials to influence consumers. Celebrities are cultural icons reflecting the values and ideals of a specific society, and their impact may vary across cultures.

In today's competitive environment, celebrities play a crucial role in making advertisements more attention-grabbing and achieving high recall rates for communicated messages. Brands collaborate with celebrities, hoping to establish a unique and memorable presence in the minds of consumers. Celebrity-endorsed advertisements are often more engaging than those without celebrity involvement. According to Sola (2012), celebrity endorsement differentiates brands in the market, emphasizing the importance of a match between the endorser's image and the product. Endorsed brands effectively communicate the product's identity to the audience, using various elements to convey the message to the target market.

The primary goal of celebrity endorsements is to capture the attention of specific audiences. Miciak & Shanklin (1994) discussed how celebrity endorsements aim to create recognition through relatability. Numerous studies have highlighted that celebrity-endorsed promotions have higher appeal, consideration, recall rates, and potential purchases compared to advertisements without celebrities.

Randhawa & Khan (2014) observed that using a celebrity is among the most effective strategies for capturing consumer attention and conveying the desired message within a specific timeframe. Celebrities influence consumer decisions, making branded products more appealing than unbranded ones. Brands provide consumers with a framework for making choices, and effective branding influences consumer decisions by associating them with the perceived value of the product. Celebrity endorsements enhance product recall, with increased brand awareness attributed to celebrity involvement in advertisements. Companies invest substantial resources to align their brand and corporate image with celebrity endorsers' qualities, such as attractiveness, reliability, and likability (Erdogan, 1999).

The Role of Celebrity Endorsements in Pakistan's Mobile Phone Industry

In the modern era of promotional communication, involving celebrities in campaigns is crucial for building brand awareness. It has been observed that celebrities from films, television, and sports can significantly influence brand selection strategies. Advertisers strive to align the brand image with the celebrity's lifestyle, a trend gaining traction in Pakistan's advertising industry. The growth of the advertising industry in Pakistan welcomes the use of prominent figures to create memorable campaigns and attract consumer attention.

Currently, various mobile phone companies in Pakistan are leveraging celebrity endorsements in their promotional campaigns to attract maximum customers. This study aims to examine the impact of celebrity endorsements in the Mobile Phone Industry on the buying behavior of Punjab University students. The choice of cell phone brands is influenced by factors such as the physical attractiveness of celebrities, credibility or trustworthiness, expertise, and congruence with the endorsed product. The study seeks to determine whether these factors affect consumer buying behavior and to what extent students are influenced by celebrity endorsements when purchasing specific mobile phone brands. This research aims to uncover answers to these unanswered questions.

References

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