EILEEN LIN

Abstract: Celebrity endorsements have been a method that companies use to further market their products to its consumers. Studies in the existing field have not yet related the effectiveness of celebrity endorsements to high school student consumers or considered the most effective factor of celebrity endorsements. Utilizing a survey method, high school students located in X County school districts will contribute to answering the question of what are the most effective and persuasive factor(s) of celebrity endorsements that cause opinion change in purchase intention. The results of this research resulted in the conclusion that high school students in X County feel indifferent about celebrities in celebrity endorsements. Instead, the most persuasive factor contributing to purchase intention is the product itself and visuals of the endorsement. Moving forward, companies should commit to enhancing their products rather than relying on celebrities to market their products.