Effect of Celebrity Endorsement on Consumer Purchase Intention Towards Mobile Communication Networks among University Students: A Special Reference to University of Vavuniya

Abstract

intention towards mobile telecommunication networks among state university students in Sri Lanka, with a special focus on the University of Vavuniya. In today’s highly competitive telecom market, celebrity endorsement has emerged as a key marketing strategy for influencing consumer behavior. The research examines four core dimensions of celebrity endorsement such as trustworthiness, expertise, attractiveness, and respect to assess their influence on purchase intention. Data were collected from 112 university students using a structured questionnaire and a convenience sampling method. The findings indicate that while expertise and attractiveness do not significantly affect purchase intention, trustworthiness and respect have a meaningful and positive impact. Based on these results, telecom companies may benefit from selecting celebrities who are not only popular for their expertise and appearance but are also seen as reputable and respected figures to enhance brand influence and consumer engagement. These insights can guide companies in deciding whether to invest further in celebrity-driven marketing or to explore alternative strategies such as competitive pricing, service quality, and digital marketing. Given that university students are highly active on social media, understanding their perceptions of celebrity attributes is essential for refining brand communication. Ultimately, this study offers valuable implications for marketers, strategists, and academics, helping telecom providers optimize promotional efforts, allocate resources effectively, and build stronger connections with consumers in a competitive environment.