Effectiveness of celebrity endorsement on election candidates among CAS students

2023 IJRSE – Volume 12 Issue 3

Available Online:  18 April 2023


Domingo, Michelle P.*
Northwestern University, Philippines (michelle.domingo@nwu.edu.ph)

Casil, Vivian G.
Northwestern University, Philippines

Duldulao, Andrei O.
Northwestern University, Philippines

Flores, Winny Grace B.
Northwestern University, Philippines

Musni, Myla Frances A.
Northwestern University, Philippines


This study analyzes and understands effectiveness of celebrity endorsement on election candidates among CAS students. It looked at how celebrity endorsements affect the perception of voters to political candidates in terms of their credibility, attractiveness, and popularity. The college is composed of one hundred and seventy-six (176) students. Ultimately, the researchers were able to study a sample size of fifty-one (51) students who were able to complete the survey. The method used in this study is descriptive research design. The results of the study show that while the attractiveness of a celebrity endorser has no direct bearing on voters’ perception on political candidates, the popularity and credibility of the same celebrity endorser positively affects voter perception where the more popular and credible a celebrity is, the more likely a voter will vote for the endorsed politician. Based on the findings and results of the study, the researchers recommend that political aspirants must critically look at the popularity and perceived credibility of celebrities before they are employed to endorse their campaigns in order to ensure that the public image of the celebrity endorser does not become detrimental to the campaign of the political candidate. The researchers also recommend that voters be more scrutinizing in viewing political campaigns and endorsements. Voters should veer away from solely relying on celebrity endorsement and focus on the platforms and agendas of political candidates.

Keywords: celebrity, celebrity endorsement, credibility, attractiveness, popularity


DOI: https://doi.org/10.5861/ijrse.2023.1007

Cite this article:
Domingo, M. P., Casil, V. G., Duldulao, A. O., Flores, W. G. B., & Musni, M. F. A. (2023). Effectiveness of celebrity endorsement on election candidates among CAS students. International Journal of Research Studies in Education, 12(3), 89-103. https://doi.org/10.5861/ijrse.2023.1007

* Corresponding Author