The role of celebrity use in advertisements on purchase intention: A quantitative research on cosmetic product advertisements

The purpose of the research within the framework of celebrity use in advertisements is to analyse the role of celebrity use in advertisements on purchase intention based on cosmetic advertisements. In this context, a survey study was conducted and the data obtained from a total of 494 participants were analyzed using various statistical techniques. It was determined that the dimension with the highest average in terms of celebrity use in cosmetic product advertisements was reliability. The aforementioned dimension was followed by the dimensions of expertise, product relevance, attractiveness and popularity, respectively. A positive, significant and very weak relationship was found between the dimensions of reliability and expertise and purchase intention. A positive, significant and weak relationship was found between product relevance, attractiveness and popularity and purchase intention.