Celebrities impact on customers behavior

Abstract

This thesis will explore the topic of celebrity aliasing to buyers. Now various brands are increasingly resorting to the help of well-known personalities to promote and in-crease sales of their brand. And to understand why and how celebrities can influence the choice of the buyer, the concept of influencer marketing will be considered. Also, various models of customer behavior and those factors that can influence behavior will be studied. Next, real-life examples will be considered to show how working with celebrities affects companies. And at the end, a survey and interviews with various buyers will be conducted to confirm and refute the various assumptions made during the work, as well as this will help answer the questions posed at the very beginning of the thesis.