The Influence of Celebrities on Consumer Buying Decisions

This research is designed to see the influence of celebrity endorsement on the buying decisions of Lebanese young adults aged 18-35 years old, through social media. The data of 100 respondents was analyzed using descriptive technique. The results showed that celebrities are effective in advertising a product but their influence on the buying decisions of Lebanese consumers is limited, because respondents don't consider it as believable. In addition, celebrity endorsement is more effective on female rather than male respondents. However, there was no significant difference regarding the type of celebrity since both male and female respondents consider "singer" as the celebrity type that is most likely to have an impact on their purchasing decision. Results also showed that the educational background is not related to the influence of celebrity endorsement on consumer buying decisions. The analysis should help professionals in mass media and communication fields, or anyone else interested in social media topics.

Autorentext

MA Mass media and Communication at Balamand University - Lebanon. BA in Advertising and Marketing at Notre Dame University - Lebanon. Media and Communication Manager at Al Forsan Global Industrial Complex, King Abdullah Economic City - Saudi Arabia.