Impact of using Celebrity and Non-Celebrity in an Advertisement on Consumer Purchase Behavior in Cosmetics Category

Abstract

In the current time of data blast and media impact, promotions assume a significant part in changing insight or considering buyer. Celebrities have been utilized for a wide assortment of cosmetics brands. There is restricted investigation on buyer impression of celebrity versus non-celebrity for the cosmetics items. Advertisers use superstar support to help in simple brand review particularly during buying circumstances. Mainstream big names like cricketers and film stars are considered as god by their sweethearts, however it is fundamental for advertisers to build up the connection between cosmetics item and superstar by thinking about the kind of cosmetics item. The work of individuals who partner with promotion office to sort out which kind of and which medium is the awesome the most plausible for their image. Organization needs to arrive at expected advantages of endorsers either big name or average person to guarantee that they are not in clash with an association's worth framework or liable to produce contrary exposure. The motivation behind this paper is to study the factors like credibility, expertise, attractiveness, decision making behavior to study impact of celebrity and non-celebrity endorsers in cosmetics commercials on buying goals of clients.