Celebrity endorsement: The effects on young females buying habits and self esteem
Student: Charlotte Campbell
Status: Available to partner with
Dissertation: Celebrity endorsement: The effects on young females buying habits and self esteem
Dissertation category: Marketing & comms
Dissertation theme: Celebrity endorsement
Short summary: This study will focus on celebrity endorsement, analysing the effects on young females buying habits and self-image.
Detailed summary: The use of social media has changed the way celebrity endorsement affects consumers, as it is a more personal form of communication which therefore has a heightened influence. Consumers develop a para-social relationship with the celebrities, a pathological illusion of a normal relationship. This can lead to altered buying habits and a decrease in self esteem, which we will be exploring further.
University: University of Winchester
Course: Business Management
Partnered with: Available to partner