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

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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)

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.

Suggested Citation

  • M. S. Ishar Ali & Jenitta Resi Tony & T. Baskar, 2024. "Beyond the Screen: Celebrities and their Influence on Consumer Purchase Intentions in Sri Lanka," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3), pages 492-501, March.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:3:p:492-501
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    References listed on IDEAS

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    1. Khalid, Muneeba & Siddiqui, Dr.Danish Ahmed, 2018. "Impact of celebrity endorsement on consumer buying behavior towards beauty soap in Karachi city," MPRA Paper 89161, University Library of Munich, Germany, revised 17 Sep 2018.
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