Celebrity endorsement

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Celebrity Endorsement
Over the recent past, the world has witnessed a growing aspect of celebrity endorsement, where famous people get used for advertising various products. However, the results of the same have been differing. Whereas some of the approvals have produced positive results, some of them have failed terribly, calling for various researches concerning the same. This essay aims to explore three elements that have been found to have a significant impact, i.e., expertness, trustworthiness, and likability. The article also describes one of the most useful features, in increasing sales in a given organization.
In a broader perspective, trustworthiness is described as honesty, or the integrity of the advertiser, in this case, the celebrity (Eyob 6). Generally, someone considered honest has the upper hand in convincing masses. Such could be the reason why some organizations, when marketing their brands, seek trusted celebrities.
On the other hand, Likability refers to the aspect of the celebrity being accepted by the masses, to be quite popular. Likability differs significantly among the masses. Whereas a given star could overly obsess a given population, another population might behave contrary to the same. Companies use celebrities because they assume that they are liked and hence can market their products effectively.
Lastly, with expertise, it is considered that a given celebrity has a comprehensive understanding, and experience or knowledge in a particular field.

If the star is an expert in the said field, it becomes easy for them to persuade or convince the masses, of the product they are advertising.
Conclusion
From the above-described aspects, it is evident that both elements have a greater significance towards influencing consumer behavior in a particular market. However, the aspect of trustworthiness, especially when coupled do possess a more significant influence. Loyalty makes consumers have a belief that the products advertised are legitimate. On the other hand, when the celebrity is an expertise in the said field, consumers believe that the product meets or exceeds the desired standards.
Works Cited
Eyob, Helen. “How does expert endorsement affect consumer’s perceived credibility?.” (2018).