SOCIAL MEDIA MARKETING THROUGH CELEBRITY ENDORSEMENT: EXPLORING THE EFFECTS ON THE PURCHASING BEHAVIOUR OF UNIVERSITY STUDENTS
Abstract
The current investigation measures valuable insights while exploring how celebrity endorsement with social media marketing channels has enabled university students' purchasing behaviour. This study measures the influence of students based on celebrities' involvement in social media advertisements. With quantitative research design thorough knowledge on the topic about how students buying choices are impacted are elaborated. With the primary data collection process, responses are collected from university students to measure their buying behaviour. With a sample size of 100 participants, primary responses are obtained using a 5-point Likert scale closed-ended questionnaire technique. For data analysis, SPSS is performed to conduct a statistical evaluation of the research. By conducting various statistical tests, i.e. frequency, reliability correlation, etc., an overview of the quantitative results is included in the investigation. Additionally research study measures the relationship between the independent and dependent variables of the study using quantitative analysis. Independent variables include credibility with celebrity endorsement, attractiveness through celebrity endorsement, and brand popularity with celebrity endorsement. The dependent variable considered in the study is purchasing behaviour. With statistical results measured through correlation test, significant and positive relationship between credibility, attractiveness and brand popularity with celebrity endorsement marketing performed through social media marketing channels on university students' purchasing behaviour being analysed. It indicates that the population of students trust brands and measure their credibility based on the involvement of well renowned celebrities, i.e. sports personalities, social media influencers, etc. Additionally, university students are emotionally connected with celebrities who attract them and positively influence their buying behaviour.
