To Analyze the Impact of Spokesperson Used in Cosmetic Advertisements for Trust Building of the Indian Customers Buying Intention

  • Sushmita Jadhav
  • Rushab Kataria
  • Dandeswar Bisoyi
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 135)


Advertising has developed to be one of the prominent business exercises in the cutting edge world which helps to increase consumption of goods and products, therefore, having straight outcome on the economy. The spokesperson in advertisements can make the communication process extra effective when they are used according to the participation of the consumer. The intention of this study was to survey the influence of advertising spokesperson on trust building and purchase intention of the customer over a digital platform. The second motive of this paper was to inspect the relationship between customer’s trust and spokesperson in Indian advertisement. Man–Whitney U test was selected for hypothesis testing and variance between the expert and celebrity spokesperson was studied. The results disclosed that the purchase intentions are more positive for celebrity spokesperson advertisement, hence suggesting celebrity spokesperson is an effective way to raise consumer trust and increase their purchase intention for the product.


Advertising appeals Advertising spokespersons Trustworthiness Purchase intention 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  • Sushmita Jadhav
    • 1
  • Rushab Kataria
    • 1
  • Dandeswar Bisoyi
    • 1
  1. 1.Institute of DesignMIT ADT UniversityPuneIndia

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