THE IMPACT OF CELEBRITY ENDORSEMENT ON THE BUYING BEHAVIOR ON THE STUDENTS OF COLLEGE OF BUSINESS ADMINISTRATION IN PUP MANILA 2019-2020

Marketing Management

The general aim is to analyze the overall impact of celebrity endorsement on customer purchasing behavior. Purchase intention and negative publicity were considered to determine whether celebrities had a real impact on the purchase intentions of consumers. The researchers used a correlational, quantitative approach to quantifying and analyzing variables and data in numerical form to generate results and conclusions on the impact of celebrity endorsements on consumer purchasing behavior. The questionnaire was used to collect students ' knowledge and opinions about the research topic they were researching. The researchers chose the research design of the survey because it was best suited to answer the questions and the purpose of the study. The results show that the majority of respondents were neutral as to whether they would buy a product that was endorsed by celebrities. Though most of them would also agree to purchase a product that is supported by celebrities. With regard to negative publicity, a large number of respondents agreed that negative publicity about a celebrity would have an impact on their purchase decision.

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