Celebrity Endorsements and Consumer Behavior: a Case Study of the Influence of Pop-Culture on Elizade Univrrsity Students  

ABSTRACT
This study examined the influence of celebrity endorsements on consumer behavior, focusing on the impact of pop culture on students at Elizade University. A quantitative research approach was employed to collect data from a sample of respondents, assessing their perceptions and opinions regarding celebrity endorsements and their effect on purchasing decisions, brand perception, and loyalty. The findings provided valuable insights into the effectiveness of celebrity endorsements in shaping consumer behavior among university students. The results indicated that celebrity endorsements had a significant influence on students' purchasing decisions, with a majority agreeing that endorsements enhanced brand appeal, credibility, and desirability. Additionally, celebrity endorsements were found to play a crucial role in fostering brand loyalty and influencing trends among students. However, variations in consumer perceptions were observed, with some respondents expressing uncertainty or differing views, suggesting that factors such as personal preferences, social influences, and media exposure contributed to individual differences in response to endorsements. Based on these findings, the study proposed five practical recommendations: selecting celebrities relevant to the target demographic, leveraging social media for engagement, ensuring authenticity in endorsements, monitoring consumer sentiment, and creating long-term partnerships. This study contributed to existing knowledge by providing empirical evidence on the impact of celebrity endorsements on consumer behavior among university students. It offered insights into student preferences, identified key drivers of purchasing decisions, and highlighted areas for further research on the intersection of pop culture, endorsements, and consumer psychology.