Impact of Celebrity Endorsement on Young Generation through TV ...

Available ONLINE www.visuals<strong>of</strong>tindia.com/journal.html 

VSRD-IJBMR, Vol. 1 (4), 2011, 226-231 

R E S E A R C H A R T II C L E 

<strong>Impact</strong> <strong>of</strong> <strong>Celebrity</strong> <strong>Endorsement</strong> on 

Young Generation through TV Advertisement 

1 Vivek Kr. Pandey* 

ABSTRACT 

Television and advertising together present a lethal combination and has become an integral part <strong>of</strong> modern 

society .It is the most convenient route to reach not only adult consumers but also the young people. Young 

people are manipulated by advertisement promise that the product will do something special for them which will 

transform their life. The present study was conducted on 300 youngsters, studying in graduation and postgraduation, 

to know the impact <strong>of</strong> T.V. advertisement on their buying pattern. The results revealed that 

advertisements played a vital role in introducing a new product in the family list & making better choice during 

shopping. Majority <strong>of</strong> the respondents after watching an advertisement wanted to buy those products that are 

endorsed by the female celebrities, they were disappointed when they were not allowed to buy products <strong>of</strong> their 

choice and were <strong>of</strong> the opinion that T.V. advertisements helped them to make better choice during shopping. 

The girls spent some part <strong>of</strong> their pocket money every month on their shopping. 

They mostly went to shopping with parents .The young people planned their shopping after discussion with 

family members. In purchase <strong>of</strong> food items, stationary, cosmetics and toiletries, the young were influenced by 

female celebrity endorsement. In case <strong>of</strong> clothing they were guided by fashion, friends and boutiques. The 

respondents preferred to buy branded and standardized products which are more advertised by female celebrity. 

Keywords: <strong>Celebrity</strong>, Advertisement, Young People, Buying Pattern. 

1. INTRODUCTION 

The impact <strong>of</strong> television is very important because <strong>of</strong> its vast potential as an audio-visual communicator. 

Television (T.V.) enables the creative man to communicate by combining motion, sounds, words, color, 

personality and stage setting to communicate and display ideas to large and widely scattered audience. T.V. 

advertisements usually play a role in either introducing a product reinforcing the familiarity to the product and 

____________________________ 

1 Research Scholar, MBA Department, Singhania University, Jhunjhunu, Rajasthan, INDIA. 

*Correspondence : vivek.pandey1@yahoo.co.in

Vivek Kr. Pandey et. al / VSRD International Journal <strong>of</strong> Business & Management Research Vol. 1 (4), 2011 

also realistic to purchase the product. Advertisements are among the most noticeable <strong>of</strong> the marketing strategy 

and have been the subject <strong>of</strong> a great deal <strong>of</strong> attention in the last fifteen to twenty years. Advertisement cannot 

only alter emotions but give subliminal message. Advertising today seems to be all over the place and ever 

present exerting a far reaching influence on the daily lives <strong>of</strong> people. Advertisements develop self-concepts in 

order to persuade purchase decisions. Television advertising employs attention grabbing trick such as attractive 

and lovely music, lyrics, Jingles, humor and repeated messages. The impact <strong>of</strong> the advertisements is more on 

television than the print media or radio. 

2. REVIEW OF LITERATURE 

Rana (1995) undertook a study on T.V. advertisements and expressed that among the media, the impact <strong>of</strong> 

television advertisement on social behavior, including purchasing behavior was the greatest. The reason being 

that television has charm. 

Dhillon (1997) investigated the factors affecting consumer behavior <strong>of</strong> durable goods and food items. Sample 

comprised <strong>of</strong> 150 females (75 each from rural and urban areas). The sources <strong>of</strong> information, the rural 

respondents gave primary importance were, advertisements through radio, followed by posters to some extent 

but were least affected by magazines. Urban respondents were affected the maximum by television and 

magazines. 

Mahajan (1997) studied the impact <strong>of</strong> media on lifestyle <strong>of</strong> adolescents in the age group <strong>of</strong> 12-18 years <strong>of</strong> age 

and found that media especially television and satellite channels certainly affected the lifestyle <strong>of</strong> individuals. 

They tend to buy the product advertised by media, irrespective <strong>of</strong> its cost. The way <strong>of</strong> presentation mattered in 

case <strong>of</strong> food items whereas in case <strong>of</strong> clothing, designer label mattered. 

Kaur and Kaur (2002) explored fashion awareness among rural and urban adolescents. The study was conducted 

in three villages and three localities <strong>of</strong> Ludhiana city (Punjab). A sample comprising 100 rural and 100 urban 

adolescents were selected purposively and interview schedule method was employed. They observed that 

Television was the most important media <strong>of</strong> information regarding fashion awareness among rural and urban 

respondents while friends were the next important source <strong>of</strong> information for these respondents. Boutiques were 

the major source <strong>of</strong> information for urban adolescents. It was also evidenced that income and society were the 

main factors affecting the clothing Television advertising can have a powerful influence on adolescents, food 

preferences, consumption and behavior. ‘Advertising seen is measured by looking at ‘impacts.’ <strong>Impact</strong>s provide 

a measure <strong>of</strong> advertising exposure. One impact is equivalent to one member <strong>of</strong> the target audience viewing one 

commercial spot. Around one in five <strong>of</strong> all <strong>of</strong> the T.V. advertisement seen by adolescents is for a core category 

product. 

Having realized the stupendous effect T.V. advertising has not only on the purchasing pattern but also on the 

total lifestyle <strong>of</strong> adolescents a need was felt to study the impact <strong>of</strong> TV Advertisements on the buying pattern <strong>of</strong> 

the adolescent girls in Jammu City. 

McCraken (1989) found that the use <strong>of</strong> celebrity endorsers stand for an effective way <strong>of</strong> transferring meaning to 

brands as it is believed that celebrity endorsers bring their own emblematic meaning to the endorsement process 

Page 227 <strong>of</strong> 231


and that this cultural meaning residing in the celebrity is passed on to the product which in turn is passed on to 

the consumer. 

Agrawal (1995) recommend that there are decreasing returns associated with celebrities in advertising. Also 

some consumers have termed celebrities to be a ‘puppet’ used by companies implying that they perceive the 

celebrities to be lying, when endorsing certain products. 

Another very prominent drawback <strong>of</strong> celebrity endorsements is the „Vampire Effect‟ or the celebrity 

overshadowing the brand (Kulkarni and Gaulkar, 2005). This happens when the audience forgets the brand 

advertised and concentrates more on the celebrity endorsing the brand. As Cooper (1984) states in his study, 

“the product, not the celebrity, must be the star”. Similarly another problem is celebrity greed and overexposure, 

when a celebrity becomes an endorser for many diverse products. 

3. OBJECTIVES 

The objective <strong>of</strong> the study is to study the impact <strong>of</strong> celebrity advertisement on young generation on the basis <strong>of</strong> 

gender <strong>of</strong> celebrity 

4. HYPOTHESES 

While working in this new direction and for achieving above stated objectives some hypotheses have been taken 

in to consideration. 

1. There is no impact <strong>of</strong> celebrity advertisement on younger generation. 

2. There is no impact <strong>of</strong> celebrity advertisement on younger generation on the basis <strong>of</strong> gender <strong>of</strong> celebrity. 

5. RESEARCH METHODOLOGY 

This research work is primarily based on primary data. It is exploratory in nature. 

6. ANALYSIS 

Buying is a compound process connecting a number <strong>of</strong> decisions to be made as to what to purchase, where to 

purchase, when and how much to purchase. This process is separable into stages such as attentiveness, 

information, application, check and acceptance. The buyers are aware <strong>of</strong> the product through one source, yet 

other sources might <strong>of</strong>fer more information at the information stage. 

It might still be a special source influencing at the application stage when the purchase is made. The results <strong>of</strong> 

the study revealed that the young viewed T.V. advertisements with attention and found them pleasurable and 

informative. The main reasons for liking an advertisement was the information it provided regarding the 

concession, special gifts attached, brands and value <strong>of</strong> the product. The non-informative factors like celebrities, 

memorable slogans, visual effects comic advertisements, good music and action were also the reasons for liking 

an advertisement, in order <strong>of</strong> main concern. 



First statement was “Your buying behaviour influenced by Dependability <strong>of</strong> celebrity through TV 

advertisements”, Result reveals that the mean score <strong>of</strong> young respondents (3.49) is higher than adult respondents 

(3.34) but Z value (2.92) is greater than 1.96 at 5 percent level <strong>of</strong> significance. This shows that there is 

significant difference between young and adult respondent’s opinion. Young respondents are more strongly 

convinced to purchase if celebrity is dependable. 

Second statement was “According to you honesty <strong>of</strong> celebrity also effect to your buying behavior”, Result 

shows that the mean score <strong>of</strong> adult respondents (3.77) higher than young respondents (3.71) but Z value (0.83) is 

less than1.96 at 5 percent level <strong>of</strong> significance. This shows that there is statistically no difference between young 

and adult respondents opinion. Both young and adult have same opinion that honesty <strong>of</strong> celebrity effects their 

buying behavior”. 

Third statement was “reliability <strong>of</strong> celebrity also influence to your buying behaviour”, finding indicate that the 

mean score <strong>of</strong> young respondents (3.39) higher than adult respondents (3.22) but Z value (1.56) is less than1.96 

at 5 percent level <strong>of</strong> significance. This shows that there is statistically no difference between young and adult 

respondents opinion. Both young and adult have same opinion that reliability <strong>of</strong> celebrity also influence to your 

buying behaviour”. 

Fourth statement was “Do you purchase your products due to trust <strong>of</strong> celebrity”, result shows that the mean 

score <strong>of</strong> young respondents (3.66) is higher than adult respondents (3.43) but Z value (1.98) is greater than 1.96 

at 5 percent level <strong>of</strong> significance. This shows that there is significant difference between young and adult 

respondent’s opinion. Young respondents are more strongly convinced that they purchase their product due to 

trust <strong>of</strong> celebrity. 

Fifth statement was “According to you sex <strong>of</strong> celebrity also effect to your buying behaviors”, result indicates 

that the mean score <strong>of</strong> young respondents (3.48) is higher than adult respondents (3.17) but Z value (2.38) is 

greater than 1.96 at 5 percent level <strong>of</strong> significance. This shows that there is significant difference between young 

and adult respondent’s opinion. Young respondents are more strongly agree that sex <strong>of</strong> celebrity also effect to 

your buying behaviors. 

Sixth statement was “Your buying behaviour influenced by beauty <strong>of</strong> celebrity”, result indicates that the mean 

score <strong>of</strong> young respondents (3.82) is higher than adult respondents (3.40) but Z value (2.23) is greater than 1.96 

at 5 percent level <strong>of</strong> significance. This shows that there is significant difference between young and adult 

respondent’s opinion. Young respondents are more strongly agree that buying behaviour influenced by the 

beauty <strong>of</strong> celebrity. 

Young 

Adult 

S. No. Statements 

Min 1 to 5 

Z-Test 

(Mean value) 

1 Your buying behavior influenced by Dependability <strong>of</strong> celebrity 3.49 3.34 2.92 



2 

According to you, honesty <strong>of</strong> celebrity also effect to your 

buying behaviour 3.71 3.77 0.83 

3 Reliability <strong>of</strong> celebrity also influence to your buying behaviour 3.39 3.22 1.56 

4 Do you purchase your products due to trust on celebrity 3.66 3.43 1.98 

5 

According to you sex <strong>of</strong> celebrity also effect to your buying 

behaviour 

3.48 3.17 2.38 

6 Your buying behavior influenced by beauty <strong>of</strong> celebrity 3.82 3.40 2.23 

Table 

7. CONCLUSION 

Television and advertising together present a lethal combination and has become an integral part <strong>of</strong> modern 

society .It is the most convenient route to reach not only adult consumers but also the young people. Young 

people are manipulated by advertisement promise that the product will do something special for them which will 

transform their life. Young are more serious about the celebrity’s sex, beauty, reliability and honesty and trust. 

Young customers buying behavior are depending on the celebrity endorsements in compare to adult. The 

manufacturers should, therefore, take care to give all the information which would facilitate the young 

consumers in decision making process. To conclude, it may be <strong>of</strong> immense help to young to study the 

uniqueness <strong>of</strong> the advertisements, their qualities and demerits, before going away for shopping. 

8. BIBLIOGRAPHY 

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