Evaluating the Impact of Celebrity Endorsement on Consumer Buying Behavior in the Nutraceutical Healthcare Products Market: An Empirical Study

Abstract

With so many items and commercials bombarding customers in today's highly competitive market, the need of successful promotional methods has increased. Celebrity endorsement is one of the most well-liked and effective marketing strategies that businesses employ to draw attention, establish their legitimacy as a brand, and influence customer buying decisions. This pattern is also evident in the market for healthcare goods that contain nutraceuticals, which has grown significantly in recent years. The purpose of this study is to assess how customer purchasing behaviour in this particular business is impacted by celebrity endorsements (Patel, K. et al. 2023).