Impact of Celebrity Endorsement on Consumer’s Perception of Quality

Abstract

The social media has been widely impacting the life of consumers even in their day to day routine of performing home chores and errands. Consumers get widely influenced by most of the celebrities they prefer to follow whilst watching series, dramas, vlogs, documentaries, campaigns and more. These personalities do a great impact on the consumer’s choice, decision, motivation, inclination and perception of viewing multiple things. Consumer greatly acknowledge the products which are supposed by him to be reliable and trustworthy in terms of their usage and quality which generally is a result of the efforts of a specific celebrity, social media influencer and a public figure. They have a sense of admiring products when it comes to qualify the level of satisfaction perceived through the endorsement done by the celebrity which grabs the loyalty of the customers once it gets successfully tested and produces desired outcome. The study highlights the importance of the process of thoughts which endorses the perception of a consumer’s evaluation of a product after getting influenced by his or her favorite celebrity attains the strong affiliation when proved to be of a good quality. The value perceived customer not only shows the dependability of his trust on the celebrity as a reference to the product he purchases but it also constructs the association of his experience which he obtains after measuring the quality of the product and its significance as a result of the celebrity’s recommendation bringing in the trustworthiness a consumer’s seeks into his endorser. The research typically identifies the areas where a consumer gets excited to buy a product by different factors working and continues to shape his lifestyle according to the personality of the brand endorser considering the quality to be exceptional if the endorsement carries his expectations into a true exposure of the quality he perceives specified by the celebrity.