STARS AS ENABLERS: INVESTIGATING CONSUMER PURCHASING TRENDS THROUGH CELEBRITY ENDORSEMENTS
Authors: Fatima Ahmed
Published: March 2024
Abstract
<p>Celebrities possess a unique status in society, commanding substantial attention and influence that can sometimes be overwhelming for them. However, for brands, this level of attention is highly desirable. Celebrities serve as powerful vehicles for brands to gain increased visibility in the marketplace. In today's interconnected world, achieving popularity is akin to acquiring a superpower, granting the ability to shape public opinion, influence minds, and garner the trust of millions – a coveted position for brands.</p> <p>Celebrities forge deep connections with the public, built on trust, admiration, affection, and a dedicated fan base. Many individuals aspire to emulate their favorite celebrities, seeking to align themselves with these iconic figures, longing for shared experiences, and envisioning a lifestyle similar to theirs. This aspiration extends to adopting celebrity-inspired fashion, footwear, makeup trends, hairstyles, personal grooming habits, and more</p>
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