Celebrity Endorsements and Consumer Decision Making: A Theoretical Framework

Abstract ―​

Celebrity endorsements represent one of the most influential marketing strategies employed by organizations worldwide. The ability of celebrities to evoke emotions, build trust, and foster aspirational value has proven effective in influencing consumer decision-making processes. This research paper proposes a theoretical framework examining the role of celebrity endorsements in shaping consumer decision-making. Drawing on existing literature from psychology, marketing, and communication studies, this paper highlights key determinants are source credibility, attractiveness, parasocial relationships, and consumer attitudes - as significant influencers within the decision-making journey. The study integrates models and theories from past research to propose a conceptual framework that provides insights into how celebrity endorsements affect consumer behavior. Findings suggest that credibility, attractiveness, and emotional identification with celebrity endorsers influence purchasing decisions by altering perceptions and forming connections between consumers and brands. Marketers can use this framework to optimize their endorsement strategies by understanding the psychological mechanisms that drive consumer choices.