Impact of celebrity endorsement in the context of digital advertising on consumer purchase behaviour: A research on Instagram users in Pakistan

Social media is increasingly being used as a platform for advertising and marketing activities. Social media marketing requires a large investment of time, money, and organisational resources. However, there is always space for growth in terms of how businesses may use social media advertising to draw in customers and entice them to buy their products. The main components of social media advertising that might foretell a consumer's propensity to buy were therefore the subject of this study. In order to provide a clearer understanding of the link between the impact of celebrity endorsement in the context of digital media and consumer purchase behavior, this study adopts a novel conceptual model and set of hypotheses. Data from 300 Pakistani university students' through survey were used to evaluate the assumptions. The quantitative analysis of the study revealed that celebrity endorsement has a positive impact on consumer purchase behaviour.