Impact of Celebrity Endorsement in Advertising on Consumers' Purchase Behaviour towards Cosmetics Products

Wong, Yu Jia (2023) Impact of Celebrity Endorsement in Advertising on Consumers' Purchase Behaviour towards Cosmetics Products. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

In today’s highly competitive cosmetics industry, effective advertising strategies are essential for grabbing consumers’ attention and influencing their purchasing decisions. In the complex advertising environment, celebrity endorsements have achieved a position of exceptional significance, becoming a well known and often utilised promotional tactic in the cosmetics industry. The easiest way to make a decision or change behaviour and attitude of the audiences is to help them to make a decision. Therefore, celebrities become the technique of advertisers to change consumers behaviour and attitudes towards a brand. The purpose of this study is to examine how celebrity endorsements in advertising affect consumers’ behaviour on purchasing cosmetics products. It also examines the consumers’ level of trust towards celebrity endorsements on cosmetic products and identifies the factors on celebrity endorsement on cosmetic products towards consumers’ purchase behaviour. The quantitative online survey approach was used in this study to collect 100 responses from Malaysian consumers. Although some of the study has been done before, this research will be emphasised in consumers in Malaysia with no restricted demographic. Therefore, researcher can know whether the consumers will be impacted by celebrity endorsement in advertising when they make decisions when purchasing cosmetic products. To maintain the legitimacy and worth of advertising in Malaysia and throughout the world, this research has to be addressed for future advertisers to apply as a guideline.