Exploring the Impact of Celebrity Endorsement, Social Media Influence, and brand fit on Consumer Behavior: A Study on Trustworthiness, Familiarity, Brand Fit, and Source Credibility

Abstract

This study examines the impact of celebrity endorsement, social media influence, and brand fit on consumer behavior, specifically focusing on trustworthiness, familiarity, brand fit, and source credibility. Through a literature review and quantitative research using a structured questionnaire, the study finds that celebrity endorsement enhances trustworthiness and familiarity of the brand, while social media influence positively affects brand fit and source credibility. Additionally, brand fit is identified as a crucial factor in influencing consumer behavior, indicating that consumers are more likely to engage with brands that align with their values and preferences. The findings highlight the importance of strategically selecting celebrities, leveraging social media, and ensuring brand fit in marketing campaigns to positively influence consumer behavior and increase brand loyalty and purchase intent.