Study: Celebrity endorsements effective in young adults

Consumer appetite for celebrity endorsements is fading, yet it can still be an effective tool, particularly to young adult consumers, according to a worldwide study from WPP agency Mediaedge:cia (MEC).

Consumer appetite for celebrity endorsements is fading, yet it can still be an effective tool, particularly to young adult consumers, according to a global study from WPP agency Mediaedge:cia (MEC). The study found that 35% of consumers believe celebrity endorsements improve a brand's awareness, help define its personality, and generate interest. Yet, 53% of respondents said they have problems remembering which celebrity is endorsing which product.

The study, which surveyed adults over the age of 18, found that 30% of respondents aged 18-34 said they would try a product promoted by a celebrity, compared to 14% of adults aged 35-54 and 11% of adults aged 55 and over. Young adults were also 50% more likely to recommend a celebrity-endorsed product to someone else. Overall, 25% said that they had purchased a product because of a celebrity endorsement, but 65% said that too many products are endorsed by celebrities.

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