Business Studies

Business Studies

Celebrities and Social Cause - An insight on Review of Literature

Volume: 45  ,  Issue: 1 , January    Published Date: 01 February 2020
Publisher Name: IJRP
Views: 260  ,  Download: 99


# Author Name
1 Dr.Radhika Wadhera


The term Celebrity refers to an individual who is known to the public (actor, sports figure, entertainer, etc.) for his or her achievements in areas other than that of the product class endorsed (Friedman and Friedman, 1979). . Advertisement is “the art of persuasion’’ that is mainly concerned to create awareness about what is being offered with ultimate objective to persuade towards buying. It adopted various strategic to fight computation to others. Today one of the most prevalent forms of advertising is through the use of celebrity endorsement. In fact celebrity endorsers are being used extensively in almost all television advertisements for the marketing of different brands. Celebrities are well recognized personalities having a strong attractive and impressive power to pursue the audience either by their likeliness, attractiveness, trust or by their congruency with brand which leads in creation of strong brand image and value in viewers’ minds. (Pornpitakpan, 2004). Due to the influence celebrities have they impact the society as a whole. From Pulse polio campaign by Amitabh Bacchhan till Vidya Balan campaign for Rural Indian sanitation, celebrities play a pivotal role in imacting society positively.


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