Published Paper Details:

This study examines the impact of celebrity endorsement on the buying behavior of Generation Z girls, particularly in the context of beauty care products. Generation Z, often referred to as Gen Z, consists of individuals born between the mid-1990s and the early 2010s. With the rise of social media and digital platforms, celebrities have become influential figures in the lives of Gen Z girls, shaping their attitudes, preferences, and purchasing decisions. The beauty care industry has witnessed a significant surge in celebrity endorsements, with popular figures promoting various products, including skincare, cosmetics, and hair care. These endorsements often feature celebrities who are considered role models and trendsetters for Gen Z girls. This research explores the underlying motivations and effects of celebrity endorsements on the buying behavior of Gen Z girls within the beauty care sector. Through a combination of quantitative and qualitative research methods, including surveys, this study seeks to understand how celebrity endorsements influence Gen Z girls' attitudes towards beauty care products and their subsequent purchasing behavior. Factors such as the perceived expertise, attractiveness, trustworthiness, and aspirational appeal of the endorsing celebrity are examined to determine their impact on Gen Z girls' product preferences and buying decisions. The findings of this research will contribute to a deeper understanding of the psychological mechanisms behind Gen Z girls' response to celebrity endorsements in the beauty care industry. The study aims to provide valuable insights for marketers and brand managers, helping them develop more effective marketing strategies targeted at this influential consumer segment.