Attitude towards Advertisements of Sanitary Pads: Role of Advertising Creativity and Celebrity Endorsement

Description

DOI: https://doi.org/10.5281/zenodo.23974870

Siji Reno Raj and Pravin Chandra Singh (MSMSR, MATS University, Raipur, Chhattisgarh)

This study examines the impact of advertisement creativity and celebrity endorsement attributes (attractiveness, expertise & trustworthiness) on audience attitude toward sanitary pad advertisements. The study adopted a quantitative research design and data were collected through a structured questionnaire to female consumers. Proposed relations among the constructs were tested using Structural Equation Modelling (SEM). The results show that advertising creativity and celebrity endorsement has a positive significant impact on consumer attitude towards sanitary pad advertisement with celebrity attractiveness being the stronger predictor followed by trustworthiness, expertise and advertising creativity. This study adds to the advertising and consumer behaviour literature by providing insights into the use of effective promotional strategies applicable to personal care products, while offering actionable implications for practitioners and marketers interested in developing socially relevant and persuasive advertising campaigns.