By /

Serena Zapata

The Influence of Celebrity Endorsements on Youth Purchasing Decisions

Biography

My name is Serena Zapata. As a fourth-year Professional Communications student minoring in marketing at Toronto Metropolitan University, I have developed strong skills in adaptability, collaboration, and critical thinking. My passion lies in digital marketing, particularly in creating engaging social media content. Aspiring to work in the marketing industry, I recognize the importance of staying ahead of constantly evolving trends and understanding innovative advertising methods. Through my capstone project, I explored emerging marketing strategies and potential future trends, enhancing my ability to not only embrace new approaches but also leverage them creatively to stand out from competitors.

Details of Project

This study investigates how young people between the ages of 18 and 24 are influenced by celebrity endorsements while making purchases, especially on well-known social media sites like YouTube, Instagram, and TikTok. The study sought to determine which celebrity categories—influencers, athletes, and actresses, for example—are most effective at persuasion and how advertising transparency impacts young people’s opinions and trust.

Using a survey-based approach, participants were questioned about their views on whether firms should reveal paid sponsorships, their experiences with celebrity-endorsed items, and their social media activities. The findings showed that the majority of respondents have bought products as a result of celebrity endorsements, with athletes and social media influencers having the greatest impact. Additionally, most participants indicated that they preferred advertising strategies that were transparent and unambiguous.

These results imply that although celebrity endorsements are still an effective marketing tactic, developing trust with young customers requires ethical communication techniques like sincerity and openness. In addition to highlighting the significance of ethical marketing in the quickly changing digital landscape, the study makes recommendations for possible future research topics, such as comparing the responses of younger and older demographics and looking at the long-term effects of open marketing methods.

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