Celebrity Endorsement and Consumer Skepticism: Insights and Implications
Amit KumarThe use of famous people to promote products has long been a common technique used by companies to increase awareness of their brand and impact the choices consumers make. However, there is still ongoing discussion about whether celebrity endorsements reduce or increase consumer doubt. This paper investigates the complex connection between celebrity endorsements and consumer skepticism, examining the factors that contribute to skepticism and the consequences for both consumers and brands. By examining a wide range of studies, conducting research, and analyzing the findings, this paper provides valuable insights into the intricate relationship between celebrity endorsements and consumer skepticism.