Dilemma of Selecting Celebrity Endorsers: A Systematic Literature Review

Abstract

This study aims to assess whether a local celebrity or an international celebrity is best suited for product/service endorsements in developing and developed countries. The technique used is a systematic literature review. Using 8 keywords, 114 articles were selected; 32 were rejected after the abstract screening. Around 19 articles could not be accessed, and after applying the year bracket (2012-2022), 40 articles were finalized for the study. Celebrity endorsement is a marketing strategy that has delivered results worldwide. However, when this strategy is used in developing countries, marketers should go for local endorsers, as populations are mostly nationalistic and ethnocentric and respond more favorably to local celebrities. On the other hand, populations in developed countries are indifferent to the fact whether a local or international celebrity is used. Furthermore, they respond favorably to those campaigns in which the endorser is credible, attractive, and is congruent with the product/service. The year bracket can be expanded to include more literature, and the research methodology can be changed to online or email interviews with marketers in developing/developed countries for deeper insights. The number of countries can be increased as well. Brand Managers/Global brand managers should use local endorsers in developing countries, as it is more fruitful and cost-effective. In developed countries, use endorsers who are more credible, attractive, and congruent with the product/service.