In the light of the above study explain the concept of celebrity endorsement and also explain why according to you the influence of celebrity endorsement varies from generation to generation?
According to the study by the University of Arkansas in collaboration with the Manchester Business School in London found that consumers (ages 18-24) take on an active role in developing their identities and appearance based upon celebrities. They are more susceptible to celebrity brand endorsements than other age groups. Research by Nielson conducted in 2015 broke down the level of trust in advertising formats by different generations. It found that celebrity endorsements resonate more strongly with Generation Z (ages 15-20) and Millennial (ages 21-34) audiences.
In the light of the above study explain the concept of celebrity endorsement and also explain why according to you the influence of celebrity endorsement varies from generation to generation?
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