The effect of celebrity's physical attractiveness on the buy intention among young consumers

Consumer behavior and factors affecting their buying behavior is one of the important issues in marketing andsales that many factors affect this process. Using celebrities as endorsers and their presence in advertisements isone of the effective factors in attracting customers. The present study investigated the effect of the apparentattractiveness of celebrities on the intention among young consumers. The answers of ۴۱۰ Iranian young people,between ۱۷ to ۳۰ years, were collected and examined through the distribution of questionnaires on socialnetworks. The Chi-Square test was used to examine the independence of the variables and the correlationcoefficient was used to determine the type and direction of the relationship between the components. The resultsshow that any physical attractiveness of celebrities is not significantly different in terms of gender betweenmales and females and also showed that the physical attractiveness of celebrities has a positive and significanteffect on the intention of young consumers to buy. The relationship between the questions and the type ofcelebrity impact on youth has also been investigated.

Keywords:

Buy intention , Celebrity endorsement , Customer behavior , Physical attractiveness , Youths