CELEBRITY MARKETING: INFLUENCE OF TRUST, ATTRACTIVENESS, EXPERTISE AND FAMILIARITY ON PURCHASE INTENTION

Abstract

Information explosion and media play a major role in changing perception of consumer. The celebrities marketing has been used for a wide variety of brands. This study focused on analysing the influences of celebrity's characteristics on purchase intention of cosmetics products in the Sri Lankan context and this study makes an important contribution to fill the existing gap in the literature and examining the relationship and level of influences between trustworthiness of celebrity, attractiveness, expertise and familiarity of celebrities, and consumer’s purchase intention. The finding shows that the above variables individually have high level attributes and positively significant linear relationship between celebrity’s characteristics and consumer’s purchase intention.