The Role of Celebrity Endorsement on Consumer Buying Behaviour: The case of Social Media Influencers

Abstract

This research examines the role of celebrity endorsement on consumer buying behaviour: the case of social media influencers. The research also seeks to find out how influencers celebrity status and which social media platforms these influencers tend to advertise their products the most. The research seeks to find out online purchasing. The population of the study was people between the ages of . Quantitative survey approach was used in the research to determine whether influencers influence online buying behaviour. The data gathered showed that the majority of the respondents were male who follow influencers and are influenced by what these influencers recommend. The data also showed that Facebook and Instagram are the most popular and/or used social media platforms.