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This research is designed to see the influence of celebrity endorsement on the buying decisions of Lebanese young adults aged 18-35 years old, through social media. The data of 100 respondents was analyzed using descriptive technique. The results showed that celebrities are effective in advertising a product but their influence on the buying decisions of Lebanese consumers is limited, because respondents don't consider it as believable. In addition, celebrity endorsement is more effective on female rather than male respondents. However, there was no significant difference regarding the type of celebrity since both male and female respondents consider "singer" as the celebrity type that is most likely to have an impact on their purchasing decision. Results also showed that the educational background is not related to the influence of celebrity endorsement on consumer buying decisions. The analysis should help professionals in mass media and communication fields, or anyone else interested in social media topics.
About the author
Mestrado em Comunicação e Meios de Comunicação na Universidade de Balamand - Líbano. Licenciatura em Publicidade e Marketing na Universidade de Notre Dame - Líbano. Gestor de Comunicação e Meios de Comunicação no Complexo Industrial Global Al Forsan, Cidade Económica Rei Abdullah - Arábia Saudita.
