From Red Carpets to Reels: The Changing Game of Brand Endorsements

Abstract

This study examines the comparative effect of influencer marketing and celebrity endorsement in making consumer behaviour in the digital era. Using a quantitative survey of 151 respondents, primarily Millennials and Gen Z, the research evaluates brand awareness, trust, and purchase intention. Chi-square analysis reveals a good relationship between endorser type and purchase behaviour (p = 0.0166). The study indicate that influencer market has a slightly stronger impact on purchase decisions, while celebrity endorsements remain effective for brand awareness and recognition. The study concludes that a balanced approach combining both strategies yields optimal marketing results.