A STUDY ON THE EFFECTIVENESS OF CELEBRITY-ENDORSED ADVERTISEMENTS IN COSMETICS PRODUCTS: A STUDY WITH SPECIAL REFERENCE TO GREATER CHENNAI

Advertisement is a vital source of communication for most business enterprises. A world with multiple
product choices made companies reach consumers to identify the product differentiation only through
proper advertisement. Among various advertisements, celebrity endorsing the product is most popular
and widely adopted. Even though celebrity endorsers favorably influence various brands worldwide,
the alluring of multiple endorsement contracts often brings unwelcome consequences, and consumers
question endorsers’ real motives. In India, the cosmetic sector is one of the significant divisions; changing
lifestyles and growing attentiveness contributed to a important development in India’s cosmetic business.
This study intended to examine the effectiveness of a celebrity endorsement in buying decisions of
cosmetic products among consumers in Chennai. The study primary and secondary data employed.
The study adopted the Convenience Sampling Method. The sample size of the study is 473. The study
used simple frequency distribution, a one-sample t-test, and Structural Equation Modeling. The study
results also mentioned that the celebrity ads greatly enhance the cosmetic products’ image and create the
attention for the decisions. Furthermore, the study results also exhibit that the celebrity ads provide the
unique recognition in my mind of cosmetic brands. Subsequently, the results also point out that celebrityendorsed
products create brand loyalty. Overall, the consumers are felt that the celebrity endorsement
ads of cosmetic products significantly influence creditability, congruence, the expertise of the cosmetic
products among the consumers in the study region.