Determinants of Consumer Purchase Intentions in the Personal Care Products Sector: The Role of Celebrity Endorsements and Marketing Variables

DOI: https://doie.org/10.10399/APER.2026813670

Authors:

Ms. Akansha Singh, Dr. M.D. Ciddikie

Keywords:

Sports celebrity, credibility, Consistency and Frequency of Endorsement, trustworthiness, and authenticity.

Abstract:

In today's digital age, where social media platforms dominate communication channels, sports celebrities have emerged as powerful influencers capable of shaping consumer behavior, particularly in the realm of sports goods. However, despite the widespread utilization of sports celebrity influencers in marketing campaigns, there remains a need to critically examine their impact on consumers' purchase intention for sports goods. The problem lies in the ambiguity surrounding the effectiveness of sports celebrity influencers in driving purchasing decisions within the sports goods market. While anecdotal evidence suggests that endorsements by sports celebrities yield positive outcomes for brands, empirical research on the subject is limited and often inconclusive. This knowledge gap presents a significant challenge for marketers and advertisers aiming to allocate resources effectively and maximize the return on investment in celebrity endorsement campaigns. The proliferation of social media platforms have democratized the influencer landscape, leading to a saturation of content and a decline in the perceived authenticity of endorsements. Consumers are increasingly wary of sponsored content and may exhibit skepticism towards endorsements by sports celebrities, questioning the genuineness of their affiliations with endorsed brands. This skepticism poses a formidable obstacle for marketers seeking to leverage sports celebrity influencers to enhance consumers' purchase intention for sports goods.

PDF