The Impact of the Official Celebrity Endorsements in the Beauty Industry on Generation Z Consumers
Lobanova, Sofia (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121637338
https://urn.fi/URN:NBN:fi:amk-2025121637338
Tiivistelmä
This thesis examines how official celebrity endorsements in the beauty industry influence the attention, interest, and purchasing behavior of Generation Z consumers. The aim of the study was to understand whether celebrity-endorsed beauty products attract Gen Z consumers, regardless of their fan status, and whether such endorsements affect their future buying decisions. The research focused on two main questions: how celebrity endorsements attract the attention of Gen Z consumers, and how they influence interest in the brand or product and potential purchasing behavior.
The study applies the AIDA model as the main theoretical framework, supported by previous research on consumer behavior and celebrity influence. The research was conducted using a quantitative method in the form of a self-completion online survey created with Google Forms. The survey included 17 questions and was distributed through social media and private messaging platforms. A total of respondents from mainly Helsinki, Finland, and some other European countries participated. The target group consisted of Generation Z consumers.
The results show that although respondents often notice celebrity endorsements, they do not necessarily feel that these endorsements capture their attention or increase interest in the brand. Most participants reported that celebrity presence alone does not influence their purchasing decisions. However, some respondents stated that they had tried celebrity-endorsed beauty products, indicating that endorsements may still have an effect under certain conditions. The study concludes that celebrity endorsements are not equally effective for all Gen Z consumers and may depend on factors such as culture, location, and personal interest. The main limitations include a geographical focus on Finland and a restricted age group.
The study applies the AIDA model as the main theoretical framework, supported by previous research on consumer behavior and celebrity influence. The research was conducted using a quantitative method in the form of a self-completion online survey created with Google Forms. The survey included 17 questions and was distributed through social media and private messaging platforms. A total of respondents from mainly Helsinki, Finland, and some other European countries participated. The target group consisted of Generation Z consumers.
The results show that although respondents often notice celebrity endorsements, they do not necessarily feel that these endorsements capture their attention or increase interest in the brand. Most participants reported that celebrity presence alone does not influence their purchasing decisions. However, some respondents stated that they had tried celebrity-endorsed beauty products, indicating that endorsements may still have an effect under certain conditions. The study concludes that celebrity endorsements are not equally effective for all Gen Z consumers and may depend on factors such as culture, location, and personal interest. The main limitations include a geographical focus on Finland and a restricted age group.