Students’ Perspectives on Celebrity Endorsement and Purchase Behavior
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951-961
Digital Object Identifier:
10.58578/ijhess.v3i3.6979
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Authors:
Dipika Shrestha1, Namrata Ranabhat2, Pramita Adhikari3, Bikalpa Neupane4, Kushal Pandey5, Sneha Shrestha6, Sanjib Mishra7* 
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Abstract
This study investigates the influence of celebrity endorsements on students’ purchasing decisions at Shankardev Campus. Adopting a deductive approach within a positivist paradigm, the research integrates descriptive and causal designs to examine the impact of celebrity attributes on consumer behavior. Primary data were collected from 115 students through structured questionnaires, capturing perceptions of celebrity appeal, credibility, and brand influence. Statistical techniques, including mean analysis, correlation, and regression, were employed to assess relationships and predict the effects of these attributes on purchase intentions. The results indicate that expertise is the most influential endorsement characteristic in shaping buying behavior, surpassing appeal and credibility. These findings underscore the importance of selecting endorsers with strong perceived knowledge and credibility to enhance marketing effectiveness. The study adds to the literature on celebrity endorsements in emerging markets, with specific relevance to Nepal, and provides actionable insights for advertisers seeking to engage young, socially active consumers.
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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
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