Abstract:
Advertisers and organizations should look at how young people behave since
they have more options than ever before and tend to choose descriptors that fit them.
Youth are influenced by the status and accomplishments of real and fictional
celebrities, athletes, and movie stars. Younger consumers pay more attention to
advertisements than older consumers do, and the influence of celebrities on young
people is far greater than it is on members of the baby-boomer generation. Due to
celebrity resistance to brand support, advertisers are more interested in analyzing the
various effects of endorsers and item inclusion's significant effects on young
mentality and buy intentions.
The impact of consumer buying behavior on beauty products through
celebrity and influencer endorsement support was analyzed in the three countries
based in the subcontinent, i.e India, Pakistan, and Afghanistan. Investigating the
effects of item class (high and low) and endorsement impact on teenage purchase
behavior was the goal of this study. The study for this evaluation included business
undergraduate and graduate students from India, Pakistan, and Afghanistan.
Additionally, about 300 samples were acquired to assess the outcome of 400
questionnaires that were floated to the Generation Z population in India, Pakistan,
and Afghanistan. Samples were obtained for this investigation by using the
qualitative method approach.
The data from 300 respondents were collected. 100 responses from each of
the three countries India, Pakistan, and Afghanistan were received. This data was
then used to form variables and models to analyze the proposed hypotheses. Our
research aimed to determine the impact of endorser type on consumers' perceptions
of advertisements, brands, and intended purchases. The second involved examining
how the engagement of the product affected these characteristics, and the third
considered how the two variables interacted. To build regression models, we
employed the OLS assumption technique. The results from the three countries were
distinct, demonstrating that each country's population has a distinct attitude regarding
the celebrity and the product.
