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@article{185711,
        author = {S.Sivaranjani and Dr.S.M.Venkatachalam},
        title = {CELEBRITY ENDORSEMENT ADVERTISEMENT INFLUENCES ON CONSUMERS SATISFACTION IN SALEM DISTRICT},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {5},
        pages = {2559-2567},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=185711},
        abstract = {Celebrity endorsement is a prevalent marketing strategy and brand development choice that is utilised in many nations and product markets. When advertisers are creating a marketing communication plan and selecting a celebrity to promote their brand to certain customers, they need carefully evaluate the cultural background of the target audience. The study seeks to determine the impact of celebrity endorsement on Indian culture and ascertain the level of consumer confidence in commercials using celebrities. The survey has a total of 300 participants. The statistical methods employed in this study consist of basic percentage calculations and the chi-square test. The study's findings indicate that consumers perceive celebrities to have a certain degree of impact on Indian culture, and at times, they place faith in commercials sponsored by celebrities. The findings of this study unequivocally demonstrate that celebrity endorsement has a limited impact of celebrity endorsement on the respondents’ purchase decision.},
        keywords = {Celebrity Endorsement, Consumer Satisfaction, Culture, Influence, Trust.},
        month = {October},
        }