Abstract
Purpose: The study set out to influence of celebrity endorsement on public relations campaigns in Canada Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Studies indicate that Canadian audiences are more likely to trust brands associated with credible and relatable celebrities, especially in campaigns addressing social or environmental issues. Effective endorsements lead to improved brand perception, with authenticity and alignment between the celebrity's image and the brand's values being critical factors. However, the impact can be negative if the celebrity is involved in controversies, highlighting the need for careful selection. Unique Contribution to Theory, Practice and Policy: Source credibility theory, match-up hypothesis & social learning theory may be used to anchor future studies on the PR professionals should carefully select celebrities whose personal values and public image align with the brand’s mission to ensure authenticity in the endorsement process. Policymakers in the advertising and public relations sectors should consider establishing ethical guidelines around celebrity endorsements, especially regarding transparency, authenticity, and accountability.
Published Version
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