Perceptual and commercial benefits of celebrity endorsement

Abstract

The growth in social media has birthed a new kind of celebrity called the influencer. Like celebrities, influencers help generate clout and traction for a brand. Therefore, selecting the right celebrity or influencer is vital. With this context in the backdrop, this study aims to investigate the perceptual and commercial benefits of celebrity endorsements. Methodologically, this qualitative study deploys semi-structured interviews for data collection. The researcher conceptually framed the research on the source credible model, the source attractiveness theory, and the non-price competitive theory. The study found that celebrity endorsement is practical as a marketing strategy that helps with brand differentiation. The researcher found a perceptual benefit derived from celebrity and influencer endorsements. The researcher also found that credibility is the essential trait celebrity practitioners look for when employing an endorser, and attractiveness is secondary to credibility in selecting the endorser. Celebrities and influencers transfer their favourable traits to the brand. However, there is no conclusive stance on whether celebrity endorsement premises increased sales of the product endorsed. This research implies that it helps practitioners to select the right celebrity or influencer to support the brand. It contributes to the existing literature on celebrity endorsement in South Africa. It unravels a path of research on commercial benefits derived from celebrity endorsement, as the latter was inconclusive in this paper.