Understanding the effectiveness of celebrity endorsement on the consumers' purchasing intention in the cosmetic industry : an application to Maltese consumers

Abstract

This dissertation delves into the effectiveness of celebrity endorsements in the cosmetic industry and their influence on consumers' purchasing intentions, with a specific focus on the market in Malta, targeting millennials. The main aim of this research is to examine how celebrity endorsements impact consumers' perceptions of cosmetic products and to explore source-based and management-based factors that influence consumers' purchasing decisions triggered by celebrity endorsements. Adopting a qualitative research approach, the study utilises semi-structured interviews to gather insights from cosmetics consumers, celebrities, and marketing practitioners, aiming to understand the underlying mechanisms behind the power of celebrity endorsements in shaping consumers' perceptions and behaviours. Drawing on existing consumer behaviour theories, the study applies thematic analysis to the interview responses, aiming to gain deeper insights into the psychological and emotional connections that celebrities establish with consumers. By exploring consumers' cognitive and affective responses to celebrity endorsements, this research seeks to contribute to the current knowledge on this topic, particularly within the unique context of the Maltese cosmetic industry. The findings of this study will shed light on the powerful role of celebrity endorsements and the underlying mechanisms that drive consumers to make purchasing decisions in the cosmetic market. The implications of this research could offer valuable guidance to cosmetics companies and marketing practitioners in designing more effective endorsement strategies that align with the preferences and attitudes of Maltese consumers. Ultimately, the research aims to improve marketing practices and foster stronger customer-brand relationships within the dynamic cosmetic industry.