Abstract

The study investigates the impact of celebrity endorsement in surrogate advertising on the purchasing behaviour of youth, with a focus on Guwahati City. Surrogate advertising, often employed by alcohol and tobacco companies, promotes alternate products under the same brand names due to legal restrictions on direct advertising. This research highlights how youth, frequently exposed to such advertisements, are influenced by the celebrities endorsing these products. A majority of respondents are familiar with alcohol-based surrogate advertisements, associating them with brands like Kingfisher and Royal Stag. The study further explores the ethical concerns raised by such marketing practices, as 61.2% of respondents perceive surrogate advertising as unethical. Moreover, celebrity endorsements in these advertisements are found to have a significant impact on consumer buying behaviour, with 66% of participants acknowledging their influence. Despite ethical debates, the study concludes that celebrity endorsements in surrogate advertisements remain a potent marketing tool, shaping consumer preferences and encouraging brand loyalty among the youth. Further research and stricter regulations are suggested to balance the ethical implications and marketing strategies.

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