EFFECT OF CELEBRITY-ENDORSED CAMPAIGNS ON CONSUMER ENGAGEMENT AND SALES

Abstract

Celebrity endorsements have become a prominent marketing strategy in Bangladesh, influencing consumer engagement and sales across various industries. This study aimed to assess the impact of celebrity-endorsed campaigns on consumer behavior, focusing on engagement, trust, and purchasing decisions. A quantitative research approach was adopted, with data collected from 400 respondents through structured surveys. Findings revealed that 72% of consumers actively engage with celebrity-endorsed advertisements, particularly on social media platforms like Facebook and YouTube. Additionally, 63% reported purchasing a product due to celebrity endorsement, but only 38% made repeat purchases, indicating that product quality and pricing play a crucial role in long-term sales. The study also found that trustworthiness and credibility significantly impact endorsement effectiveness, with local celebrities (68%) being more influential than international figures. However, celebrity scandals (41%) and high endorsement costs (34%) emerged as key challenges. The research concludes that while celebrity endorsements enhance brand awareness and initial consumer interest, their long-term impact on sales depends on strategic alignment, authenticity, and affordability. Businesses should optimize their endorsement strategies by selecting culturally relevant celebrities and ensuring a balance between endorsement costs and expected returns.

Keywords: Celebrity Endorsements, Consumer Engagement, Purchasing Behavior, Brand Trust, Marketing Strategy, Bangladesh, Digital Marketing, Social Media Influence