CONSUMER PERSUASION IN DISGUISE: THE ROLE OF CELEBRITY INFLUENCE IN SURROGATE ADVERTISING

Dahiya, Jaspreet1 and Himanshi2

Associate Professor1, Research Scholar2

Department of Management and Commerce, Baba Mastnath University Rohtak Haryana

ABSTRACT

In this changing world, we came from the era where there is no TV, social media, digital, newspapers are not available. People sell their product on the basis of their quality, goodwill, or price. Now the era has been changed, we have stepped into generation alpha where everything is available on your mobile. We can search in just on click, if a company want to sell something they just have to do right advertising at right time. In today’s world advertising play an important role for the companies as much as food in the life of human, advertising is basically done through newspapers, TV, radios, Pamphlets, social media, YouTube ads, celebrity influencing etc. There are many types of advertising done by the company to sell their products and make profit out of them. One of them is “Surrogate advertising ” which refers to the ads which replace some specific product with a general product under the same Brand name, packaging. Hence, advertising for some products which are prohibited by GOI (which are Tobacco, alcohols, liquor) but the company is advertising that product by using the same name, taglines, packaging, that recalls the banned product again in the mind of customers. Consumer perception is in disguise because the advertising is done by masking products which are banned to advertise by GOI. Celebrity influence also plays an important role in advertising the prohibited product. Wherever, they promote water, soda, kesar pan masala, red & white etc. that indirectly hint towards a product which is restricted. And customers who see their favorite influencer consuming that product buy those products which they were hinting at in those ads because those ads are not clear about specific products.

Keywords: Celebrity Influencing, Surrogate advertising, Disguise, Consumer Persuasion, Prohibited.

Impact Statement

This study focuses on consumer persuasion through celebrity influence and an entangled relationship between celebrity endorsements and surrogate advertising. This study clears the desk and impact’s consumer mind related to the advertising strategies used in market currently. It helps them in differentiating between two products. By unveiling the entangled phenomenon, our study highlighted how celebrities influence shedding consumer’s behavior. Through theoretical base, this study reveals the craziness of surrogate advertising in the present market. This research not only showing the problematic behavior of surrogate advertising but also contribute towards policies, rules, regulations implemented by government and also creating awareness in consumers to make informed choice while purchasing through media influence. Scope to this study as follow: –

• Historical and current trend in surrogate advertising.

• Identify potential strategies for consumers to weaken the impact of surrogate advertisement.

• Find the effectiveness of Celebrity driven advertisements.

About Author/s

Himanshi, Research Scholar, Baba Mastnath University Rohtak

Himanshi Malik is a dynamic individual embarking on her journey in the field of commerce.  

B.Com. (Hons.) and Master’s in commerce degree from MDU Rohtak, she possesses a solid academic foundation and a fervent passion for learning. 

Currently pursuing a Ph.D. (Commerce) at Baba Mastnath University, she is poised to make meaningful contributions to the field.

Dr Jaspreet Dahiya

Deputy Dean, Faculty of Management & Commerce, Baba Mastnath University, Rohtak

 Dr. Jaspreet Dahiya is a highly experienced educator and academic leader with a Management background with a Ph.D. (Awarded, 2017) from BMU, Rohtak. 

• With over a decade of teaching experience, she has held various positions including Deputy Dean, HOD Commerce, and Associate Professor at Baba Mastnath University, Asthal Bohar, Rohtak. 

• Dr. Dahiya’s contributions extend beyond teaching, with active involvement in administrative roles and research. 

• She has authored numerous publications, guided several projects and Ph.D. scholars, and received several awards for his outstanding contributions to education.

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