Influencer Marketing vs. Celebrity Endorsements: A Comparative Study on Consumer Behaviour in the Digital Era

Abstract

This study explores the effectiveness of influencer marketing and celebrity endorsements in shaping consumer behaviour in the modern digital environment. With the rapid growth of social media platforms, influencers have become an important alternative to traditional celebrity endorsers. The main objective of this research is to compare how both types of endorsements influence consumer trust, brand perception, engagement, and purchase intention.

The study follows a descriptive research design and is based on primary data collected through a structured questionnaire from 122 respondents, primarily among younger and digitally active groups. The analysis reveals that celebrity endorsements are effective in creating brand awareness and enhancing brand image due to their popularity and wide reach. However, influencer marketing is found to be more effective in building trust, relatability, and consumer engagement.

The results further indicate that consumers are more likely to consider recommendations from influencers when making purchase decisions, especially for products promoted on social media platforms. The study concludes that both influencers and celebrities play significant roles in marketing, but their effectiveness depends on the nature of the product, target audience, and communication strategy. A balanced use of both approaches can help organisations achieve better marketing outcomes in a competitive digital landscape.