The effect of celebrity usage as the face of a brand on consumer behavior

The purpose of this study is to analyze to what extent celebrity endorsement in TV cosmetics ads affects the consumer behavior of young female consumers. Especially, this research focuses on whether the use of celebrities by cosmetic companies in their advertising practices on TV generates any difference in the consumption preferences of young female university students compared to those TV commercials that do not contain any celebrities. The reason for choosing television as the focus of attention is that it is among the mediated spaces whereby consumers are most frequently exposed to celebrities in their daily lives. Through an opinion poll which was conducted between June 2018 and September 2018 and which sought out the attitudes of female students from Mustafa Kemal University (Hatay) to cosmetics ads on television, the study mainly asked whether celebrity endorsement influences young women's inclination to purchase the products thereby-advertised on television. It found out that there is considerable divergence in young female university students' consumption behavior in this regard, depending on whether they are exposed to TV cosmetics ads with or without celebrities as endorsers.