International Journal of Marketing & Financial Management

EFFECT OF CELEBRITY-ENDORSED CAMPAIGNS ON CONSUMER ENGAGEMENT AND SALES

Md Mozammel Hossain

Md Mozammel Hossain, Department of Sales & Marketing, Charu Ceramic Industries Limited, Dhaka, Bangladesh. ORCID: 0009-0001-8993-7232,

DOI : https://doi.org/10.5281/zenodo.15034540 Page No : 15-26

Published Online : 2025-03-16

Download Full Article : PDF Check for Updates

Celebrity endorsements have become a prominent marketing strategy in Bangladesh, influencing consumer engagement and sales across various industries. This study aimed to assess the impact of celebrity-endorsed campaigns on consumer behavior, focusing on engagement, trust, and purchasing decisions. A quantitative research approach was adopted, with data collected from 400 respondents through structured surveys. Findings revealed that 72% of consumers actively engage with celebrity-endorsed advertisements, particularly on social media platforms like Facebook and YouTube. Additionally, 63% reported purchasing a product due to celebrity endorsement, but only 38% made repeat purchases, indicating that product quality and pricing play a crucial role in long-term sales. The study also found that trustworthiness and credibility significantly impact endorsement effectiveness, with local celebrities (68%) being more influential than international figures. However, celebrity scandals (41%) and high endorsement costs (34%) emerged as key challenges. The research concludes that while celebrity endorsements enhance brand awareness and initial consumer interest, their long-term impact on sales depends on strategic alignment, authenticity, and affordability. Businesses should optimize their endorsement strategies by selecting culturally relevant celebrities and ensuring a balance between endorsement costs and expected returns.

Keywords: Celebrity Endorsements, Consumer Engagement, Purchasing Behavior, Brand Trust, Marketing Strategy, Bangladesh, Digital Marketing, Social Media Influence

REFERENCES

Ahmadi, A., & Ieamsom, S. (2022). Influencer fit post vs celebrity fit post: Which one engages Instagram users more? Spanish Journal of Marketing - ESIC, 26(1), 98–116. https://doi.org/10.1108/SJME-12-2020-0217

Bogollu, V. V. R., & Saravanan, S. A. (2023). From Endorsers to Endorsed: Examining the Role of Celebrity Endorsements on Attitudes and Purchase Intention. International Journal of Professional Business Review, 8(6), e02513. https://doi.org/10.26668/businessreview/2023.v8i6.2513

Bu, K., & Kim, W. W. (2021). Is BTS Different? Shared Episodes on SNS as a Good Indicator for Celebrity Endorsed Ad Effects. ASIA MARKETING JOURNAL, 22(4), 27–45. https://doi.org/10.15830/amj.2020.22.4.27

Calvo-Porral, C., & Lévy-Mangin, J.-P. (2024). The influence of celebrity endorsement on the purchase behavior of brands and product categories. Journal of Product & Brand Management, 33(8), 1027–1040. https://doi.org/10.1108/JPBM-09-2023-4745

Calvo-Porral, C., Rivaroli, S., & Orosa-González, J. (2021). The Influence of Celebrity Endorsement on Food Consumption Behavior. Foods, 10(9), 2224. https://doi.org/10.3390/foods10092224

Elango, S., & Suryakumar, M. (2022). Entrepreneurial celebrity endorsement and its influences on purchase behaviour. International Journal of System Assurance Engineering and Management. https://doi.org/10.1007/s13198-022-01734-x

Halimuzzaman, M., Sharma, D. J., Bhattacharjee, T., Mallik, B., Rahman, R., Rezaul Karim, M., Masrur Ikram, M., & Fokhrul Islam, M. (2024). Blockchain technology for integrating electronic records of digital healthcare system. Journal of Angiotherapy, 8(7). https://www.researchgate.net/profile/Md-Halimuzzaman-2/publication/382914035_Blockchain_Technology_for_Integrating_Electronic_Records_of_Digital_Healthcare_System/links/66b2d79e2361f42f23b90203/Blockchain-Technology-for-Integrating-Electronic-Records-of-Digital-Healthcare-System.pdf

Halimuzzaman, M., & Sharma, J. (2022). Applications of accounting information system (AIS) under Enterprise resource planning (ERP): A comprehensive review. International Journal of Early Childhood Special Education (INT-JECSE), 14(2), 6801–6806.

Halimuzzaman, M., & Sharma, J. (2024). The Role of Enterprise Resource Planning (ERP) in Improving the Accounting Information System for Organizations. In Revolutionizing the AI-Digital Landscape (pp. 263–274). Productivity Press. https://www.taylorfrancis.com/chapters/edit/10.4324/9781032688305-19/role-enterprise-resource-planning-erp-improving-accounting-information-system-organizations-md-halimuzzaman-jaideep-sharma

Halimuzzaman, M., Sharma, J., & Khang, A. (2024). 23 Enterprise Resource. Machine Vision and Industrial Robotics in Manufacturing: Approaches, Technologies, and Applications, 418.

Jayakumar, Dr. R., Duvvuru, Dr. R. Reddy., Kumar, Dr. A., & Laddunuri, Dr. M. M. (Eds.). (2024). Research Trends in Multidisciplinary Research (Volume—50) (1st ed.). AkiNik Publications. https://doi.org/10.22271/ed.book.2632

Kumar Singh, R., Prasad Kushwaha, B., Chadha, T., & Anand Singh, V. (2021). INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION. JOURNAL OF CONTENT COMMUNITY AND COMMUNICATION, 14(8), 145–158. https://doi.org/10.31620/JCCC.12.21/12

Mishra, A. K. (2023). Reconstructing Celebrity Endorsement. QTanalytics India. https://doi.org/10.48001/978-81-966500-5-6

Patel, H., Chauhan, R., Kalariya, K., Soni, P., & Patel, M. (2024). Demographic Influences on Consumer Perceptions of Celebrity Endorsements in the Soft Drink Industry. Journal of Advances in Accounting, Economics, and Management, 1(4), 1–9. https://doi.org/10.47134/aaem.v1i4.297

Pelau, C., Nistoreanu, P., Lazar, L., & Badescu, R. (2022). Celebrity vs. Product: A Neuroscientific Approach to the Distractors in Food Advertising for Sustainable Marketing. Sustainability, 14(19), 12768. https://doi.org/10.3390/su141912768

Pramesthi, H. K., Prasetyo, B. D., & Safitri, R. (2024). Rivalry of celebrity and influencer endorsement for advertising effectiveness. 1.

Ryding, D., Boardman, R., & Konstantinou, R. (2023). Optimising the Effect of Influencer Marketing: Exploring Consumers’ Interaction with Different Influencer Types on Instagram. In C. L. Wang (Ed.), The Palgrave Handbook of Interactive Marketing (pp. 641–664). Springer International Publishing. https://doi.org/10.1007/978-3-031-14961-0_28

Shamima, M., Deb, R., Minhaz, M., & Alam, S. (2024). Risk Factors for Knee Injuries in Sports and Intense Physical Exercise. Journal of Angiotherapy, 8(11), 1–7.

Sohel, M. S., Shi, G., Zaman, N. T., Hossain, B., Halimuzzaman, M., Akintunde, T. Y., & Liu, H. (2022). Understanding the food insecurity and coping strategies of indigenous households during COVID-19 crisis in Chittagong hill tracts, Bangladesh: A qualitative study. Foods, 11(19), 3103.

Um, N. (2022). How Does Celebrity-Based Brand Endorsement Work in Social Media? —The Instagram Context. Social Sciences, 11(8), 342. https://doi.org/10.3390/socsci11080342

Veda, V. R. B., & Sathish, S. A. (2023). Celebrity endorsement theories: Review perspective. Multidisciplinary Reviews, 7(3), 2024043. https://doi.org/10.31893/multirev.2024043

Yusuf Ismaila, M., Ahmed Abdulganiyu, O., Abdulazeez Olamide, A., & Oluwasey, B. J. (2022a). Influence of celebrity endorsement and digital marketing on youth purchasing decisions: A comparative study of Ikorodu area. Economía & Negocios, 4(1), 3–16. https://doi.org/10.33326/27086062.2022.1.1346

Yusuf Ismaila, M., Ahmed Abdulganiyu, O., Abdulazeez Olamide, A., & Oluwasey, B. J. (2022b). Influence of celebrity endorsement and digital marketing on youth purchasing decisions: A comparative study of Ikorodu area. Economía & Negocios, 4(1), 3–16. https://doi.org/10.33326/27086062.2022.1.1346

Cite this Article as: Hossain M. M (2025), “Effect of Celebrity-Endorsed Campaigns on Consumer Engagement and Sales”, International Journal of Marketing & Financial Management, Volume 13, Issue 1, 2025, pp 15-26. DOI : https://doi.org/10.5281/zenodo.15034540

Article View: 151
PDF Download: 28

REFERENCES

Calvo-Porral, C., Rivaroli, S., & Orosa-González, J. (2021). The Influence of Celebrity Endorsement on Food Consumption Behavior. Foods, 10(9), 2224. https://doi.org/10.3390/foods10092224

Halimuzzaman, M., Sharma, J., & Khang, A. (2024). 23 Enterprise Resource. Machine Vision and Industrial Robotics in Manufacturing: Approaches, Technologies, and Applications, 418.

Mishra, A. K. (2023). Reconstructing Celebrity Endorsement. QTanalytics India. https://doi.org/10.48001/978-81-966500-5-6

Pramesthi, H. K., Prasetyo, B. D., & Safitri, R. (2024). Rivalry of celebrity and influencer endorsement for advertising effectiveness. 1.

Shamima, M., Deb, R., Minhaz, M., & Alam, S. (2024). Risk Factors for Knee Injuries in Sports and Intense Physical Exercise. Journal of Angiotherapy, 8(11), 1–7.

Um, N. (2022). How Does Celebrity-Based Brand Endorsement Work in Social Media? —The Instagram Context. Social Sciences, 11(8), 342. https://doi.org/10.3390/socsci11080342

Veda, V. R. B., & Sathish, S. A. (2023). Celebrity endorsement theories: Review perspective. Multidisciplinary Reviews, 7(3), 2024043. https://doi.org/10.31893/multirev.2024043

Submission Instruction

Call for Paper

Submit Paper Online

Join Editorial Board

Author Guidelines

Indexed in

EFFECT OF CELEBRITY-ENDORSED CAMPAIGNS ON CONSUMER ENGAGEMENT AND SALES

REFERENCES

REFERENCES

Aims and Objectives

Ethics Policy

Peer Review Policy

Call for Paper

Conference

Instruction To Review

Guide To Authors