Submit Your Manuscript Online

Effect of Celebrity Endorsements & Nepotism During this Covid-19 Pandemic Situation – A transformational Layout

	International Journal of Scientific Research and Engineering Development (IJSRED)	Full Text:
	Published Issue : Volume-3 Issue-5
	Year of Publication : 2020
	Unique Identification Number : IJSRED-V3I5P106
	Authors :Sayan Basu, Anusree Bose
	: Click Here

Abstract :

The curse of 2020 –COVID19, affected each and every sectors of our economy a lot. In the today’s business world effective endorsement is one of the main keys of success. In the pre pandemic period, Celebrity endorsement is one of the trending marketing strategies to launch a new product or to promote the exits one due to the mass appeal and a world full of star stuck loyal fans of the celebrities who feels that the celebrity endorsed product is the symbol of the status upliftment and more reliable than the common one. But the current crisis all over world affected this conception tremendously and people started to believe their daily influencers more as they are more resalable or trustable to them rather than the celebrities. This changing taste and preference of the customers invaded the effectiveness of the endorsement strategies. Beside this within the flow of COVID-19, it has been experienced that there is a plethora change in the perception of the viewers regarding the celebrities in the Bollywood after the demise of the renowned actor Mr. Sushant Singh Rajput. Therefore, fans became very sensitive to trust a celerity endorsed product. The issue of nepotism in the Bollywood also influenced the nomination of a celebrity as a brand endorser during this changing scenario. The present study intended to explore the effectiveness of the celebrity endorsement as an effective promotional strategy during the pandemic period by applying Chi square test at 5% level of significance & Cramer’s V correlation. Besides this One factor ANOVA, Tukey post Hoc test and Wilcoxon signed rank test at 5% level of significance have also been conducted here to analyze the various dimensions relating to the effectiveness of celebrity endorsement during this pandemic period.