A STUDY OF IMPACT OF CELEBRITY ENDORSEMENT ON SOCIAL COMMUNICATION WITH REFERENCE TO MADHURI DIXIT’S ADVERTISEMENT ON DOMESTIC VIOLENCE

Abstract

There are several reasons that a company might choose to use a celebrity marketing strategy. A new product can easily be introduced to consumers if they feel familiar and comfortable with the famous face endorsing it. Celebrity marketing strategy might also simply be a way to associate a well-known product with a popular famous person. The key to a successful celebrity marketing campaign lies in connecting the right celebrity with the right product. The celebrity must be seen by the public as a credible endorser.

The length of the endorsement deal needs to be established, any special conditions that apply to either party need to be agreed upon. An endorsement deal is only signed after lengthy negotiations between agents, lawyers, and marketing representatives.

After an extensive survey of available literature and experience survey (informal discussions with experts of the field and research experts), it was found that the scope of the topic is vast and domestic violence has been of major concern in Indian scenario. Hence depending on available resources and time constraints a methodology was adopted to examine the celebrity endorsement impact on behaviour of persons and does it emotionally help people to understand consequences of being violent.