Authors: Dr. Manish Singh
Abstract: In today’s digital age, social media has revolutionized the way brands connect with consumers. Traditional celebrity endorsements, once the gold standard of marketing, now face stiff competition from micro-influencers—individuals with smaller but highly engaged followings. As consumer behavior evolves, brands are increasingly questioning whether reach or authenticity drives better results. Celebrities have long been the face of major marketing campaigns, using their widespread fame to promote products. Their massive follower base and star power make them attractive to big brands aiming for broad visibility. However, studies suggest that modern consumers, especially younger generations, are becoming more skeptical of celebrity endorsements. Many perceive them as less authentic, as celebrities often promote multiple brands without a strong personal connection to the products they endorse. This detachment can reduce trust and, consequently, the effectiveness of celebrity-driven campaigns.
DOI: http://doi.org/10.5281/zenodo.15773282
