From Scroll to Sale: How Celebrity and Influencer Endorsements Encourage and Discourage Consumer Purchases
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Authors
Elana Potie
Issue Date
2026
Type
Language
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Abstract
With a single scroll, consumers are exposed to endless celebrity and influencer endorsements, which can encourage or discourage a purchase decision. Due to the major role celebrity and influencer endorsements have, the central question guiding this research is “How do celebrity and influencer endorsements affect consumer purchasing decisions?” This research focuses on consumers’ decisions after viewing a celebrity or influencer endorsement, specifically looking at why some endorsements are effective, and others lead to consumers avoiding a purchase.
The goal of this research is to gain a better understanding of the factors that influence consumers’ decisions to purchase or not to purchase. The study aims to find similarities to explain why some endorsements are effective and others are not. Through this research, the study aims to provide insights to help business professionals make more informed marketing decisions regarding celebrity and influencer endorsements.
The study uses a qualitative survey to collect data from participants about whether they have made or decided not to make purchases due to celebrity and influencer endorsements. The participants are being asked both open-ended and closed-ended questions, and the responses will be analyzed to identify consistent patterns in their purchase behavior. This research approach is important to the study because it allows participants to explain their reasoning in detail. It is expected that endorsements perceived as authentic, trustworthy, and relatable will positively affect purchasing decisions, and endorsements that appear insincere or too good to be true will discourage purchasing. Overall, this research highlights how a single endorsement can persuade consumers to buy or just scroll right past.