Outcomes of Celebrity Marketing on The Response of Youth Towards Cosmetics – A Study with Special Reference to Bengaluru University UG Students

Abstract

The challenge for marketers is to find the hook that will draw in and hold the attention of their intended market. Engaging a celebrity for brand promotion is a common marketing tactic used to accomplish this. This survey research has been conducted to explore how student conduct is modified by influencer marketing in purchasing cosmetic items. We hope this research paper will donate more perspective to current knowledge. It was evident from the assessment that celebrities, when they align with the brand, are effective in drawing in viewers, sticking in their minds, and projecting a good image of the products they are promoting. According to Royan (2004), brand ambassadors may strengthen the emotional bond between businesses and consumers to develop a brand that influences consumers' decisions to use or purchase items, and another study done by Till and Shimp (1998) argued that celebrity behaviors are not under the control of businesses. The Television Authority of Nigeria claimed on December 30, 2009, that the alleged scandal involving Tiger Woods led to a $12 billion loss for the commercials he endorsed.