Influence of Celebrity Endorsements on Consumer Trust in Advertising in Sudan

Abstract

Purpose: The aim of the study was to assess the influence of celebrity endorsements on consumer trust in advertising in Sudan.

Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: The study have shown that celebrity endorsements can significantly impact consumers' attitudes and behaviors towards advertised products or brands. Research suggests that celebrities serve as powerful sources of credibility and attractiveness, leading to enhanced brand recall and positive associations. However, the effectiveness of celebrity endorsements largely depends on various factors, including the congruence between the celebrity and the endorsed product, the credibility and trustworthiness of the celebrity, and the nature of the endorsement itself. While celebrity endorsements can increase initial attention and interest in a product, they may not always translate into long-term consumer trust or purchase intent.

Implications to Theory, Practice and Policy: Source credibility theory, social identity theory and elaboration likelihood model may be used to anchor future studies on assessing influence of celebrity endorsements on consumer trust in advertising in Sudan. Develop guidelines for marketers to identify the optimal celebrity-consumer match based on demographics, psychographics, and brand values. Propose policy recommendations that emphasize transparency in celebrity endorsements, ensuring that consumers are aware of any financial arrangements between celebrities and brands.