Introduction

Celebrity endorsements on social media significantly influence consumer perceptions of authenticity and brand trust. In today's digital marketing landscape, consumers increasingly rely on social media influencers for product recommendations, interpreting celebrity endorsements as endorsements of quality and reliability. Numerous studies demonstrate that these endorsements play a crucial role in shaping purchasing decisions, particularly among younger audiences.

Conclusion

In summary, celebrity endorsements on social media can greatly enhance perceptions of authenticity and brand trust, pending the nature of the endorsement. Brands and celebrities must find a balance between marketing and genuine representation to preserve consumer trust and engagement. The most effective endorsements are those that align with the celebrity's authentic identity and personal values, fostering lasting connections with their audience.