Impact of Celebrity Endorsement on McDonald's Customers' Buying

Behavior

A Research Paper
Senior High School Department
Tomas Cabili National HighSchool

In partial fulfillment of the requirements in

Practical Research 2

By:

Arañas, Florian

Villasan, Keisha

Datahan, Joyce

Sarzuelo, Samanta

Montebon, Cindy

Matugas, Shane
 Chapter 1

THE PROBLEM AND ITS BACKGROUND

1.1 Introduction

Celebrity is a well-known person that can influence a lot of people by just posting a

picture online or by doing simple acts. Since they have a big impact to the audience,

companies use them as their brand endorser. Celebrity endorsement refers to a marketing

strategy whose purpose is to use one or multiple celebrities to advertise a specific product or

service (Optimy, 2017). Companies invest in celebrities in order to achieve their main goal of

reaching a wider audience, which is reflected by the celebrity's fan base. In choosing an

endorser, the company chooses the artist that suits their product, or sometimes other

companies choose an artist based on their popularity or the artist that has a big fandom. One of

the well-known fast-food companies in the world that has used this kind of marketing strategy

is McDonald's.

McDonald's is an American fast food chain that is one of the largest in the world, known

for its hamburgers (Tikkanen,2021). McDonald's has already used different artists as their

endorsers and partners. One of the latest and successful collaborations of McDonald's is with

BTS or also known as Bangtan Boys, a Kpop boyband from South Korea. McDonald's

partnered with BTS and launched the "BTS MEAL" worldwide. The BTS meal, includes ten

pieces of chicken McNuggets with limited edition cajun and sweet chili sauces, a medium
 coca cola, and medium fries, all wrapped in BTS signature purple packaging. McDonald's

stores also set up purple decorations in physical branches, including lights, balloons, and

photo booths to celebrate the partnership ( Peralta,2021). Their Filipino fans did not miss the

chance to buy the BTS meal and some of them kept the signature purple packaging and added

it to their collections. Some of the customers bought it just to see what it was like and

compared it to an ordinary meal.

The goal of this study is to find out if McDonald's customers are satisfied with their

products and services. The researchers are particularly curious as to whether celebrity

endorsements have a significant impact on a corporation like McDonald's.

1.2Conceptual Framework

Independent Variable Dependent Variable

Celebrity Endorser of Buying behavior of

McDonald’s customer

Figure 1: Conceptual Framework

 Figure 1 presents the conceptual framework of the study. It consists of two

variables, celebrity endorser of McDonalds as an independent variable and buying behavior of

the customer as the dependent variable.

In Figure 1, celebrity endorser as independent variable refers to an individual who enjoys

favorable public recognition, which s/he uses on behalf of a consumer good by appearing with

it in an advertisement. Its a marketing strategy that used in every company to gain more

audience.

Another variable, buying behavior refers to the decision processes and acts of

people/prospective customers involved in buying and using products. Consumer buying

behavior is determined by the level of involvement that a consumer shows towards a purchase

decision.

1.3 Statement of the Problem

The main objective of this research is to determine whether or not this product satisfies

the expectations and satisfaction of its customers. Also, to determine whether there is a

significant influence if the product's endorsement is a well-known celebrity, such as "BTS."

Specifically, it also aims to answer the following:

1. What is the profile of the respondent in terms of:

a. Gender

b. Strand

2. Is this kind of product worth to buy?

3. What is the difference between BTS meal and the ordinary McDonald’s meal?
1.4 Significance of the Study

The topic aims to gain further information on the impact that celebrity endorsements

have on customers’ buying behavior. The researchers believe that the results of the study will

benefit the following:

Fast-Food Chains. The results of this study will be crucial to those businesses that use this

strategy, for it aims to increase the effectiveness of celebrity endorsements in their business.

Customers. The study will determine if this marketing strategy meets customers’ satisfaction.

It will also identify key factors which may influence customers' buying behavior.

Startup. The study will stimulate an entrepreneur's innovation skills to get a better idea or
improve this tactic in starting a new business.

Future Researchers. The study will serve as a guide, tool, or reference for conducting future
research which has relevance to the study.

1.5 Scope and Limitation of the Study

 The main priority of this research is to investigate any changes in customers' preferences
in purchasing a product, particularly if the product is endorse by celebrities. The study will
also include the difference between McDonald's BTS meal and a regular meal.

The study will gather the feedbacks of twenty customers of McDonald’s. The research
will take place within McDonald’s in Iligan City.

1.6 Definition of Terms

Advertisement -Major intend of each commercial is to create attentiveness and stimulate

interest in consumer’s mind. Today almost every company from different industries uses

advertisement as their basic tool to encourage their goods and services, because it’s the

best way to convey information to the huge

public in an effective and efficient manner.

Celebrity endorsement- Khatri (2006) studied that the celebrity endorsement is the

Promotion strategy to attract the customers. By analyzing the current market, now it’s

become the need of the marketers to use the different famous personalities to relate with

their brands to create unique identity of the brand and to do famous his company’s brand

or product, which results high expenditure for the company to use that strategy, however

nowadays it is used to be a powerful strategic tool to get maximum profit.

Collaboration- Business collaboration is leveraging internal and external connections to

generate ideas, find solutions, and achieve common goals for your business. A truly successful
collaboration will benefit both collaborators and is fostered through open, honest, and

productive communication.

Marketing strategy-refers to a business's overall game plan for reaching prospective

consumers and turning them into customers of their products or services. A marketing strategy

contains the company's value proposition, key brand messaging, data on target customer

demographics, and other high-level elements.

 Chapter 2

REVIEW OF RELATED LITERATURE

The celebrity endorsement today has a big impact when it comes to business, so that a lot of

business owners where hook to this strategy. Celebrity endorsement gave a big role to the

digital marketing and became a big demand on each big or small business owners. The buyers

are being hooked up by the different kinds of endorsement today, especially when their

favorite artist is the endorser of that product. Celebrity endorsement did make a big impact on

business owners, it helps them to gain and attract more customers to buy their product.

Today celebrity endorsement becomes the multi-million industries in the world. Marketers

endorsed celebrities with their products and brands in the advertisement to increase their sales

and change the perception of the viewer’s regarding their brand, which positively impacts on

their buying behavior. This research study focuses on the celebrity endorsement and its impact

on the customer’s buying behavior and their perception regarding the product or brand of the

company. A quantitative method is used in this research to investigate the impact of celebrity

endorsement on buying behavior. The data of 200 respondents is collected through

questionnaire and results were analyzed through the SPSS. The students of different

universities as respondents has been taken to know their perception regarding the celebrity and
its attributes and the impact of celebrity endorsement on their buying behavior. It is concluded

that celebrities endorsed advertisements are more attractive than the non-endorsed

advertisements. Moreover, the tested attributes of celebrity show positive relationship with the

buying behavior and brand perception as well. It also proved that there is a significant impact

of celebrity endorsement on the buying behavior. Finally, the results of the study further

proved that there is a significant impact of celebrity endorsement on the buying behavior of

customers. –(Ahmed, Seedani, Ahuja, Paryani 2015)

This research is conducted on “impact of celebrity endorsement on consumer’s buying

behavior”; this behavior judges the purchase intention of consumers in the field of cosmetics,

this research only focuses on the buying intention of the female segment. Celebrity

endorsement is made up of four main pillars that are credibility, attractiveness, product

matchup and lastly meaning transfer. All these four elements combine to make up celebrity

endorsement. The findings of this research report shows that the element of credibility (which

is composed of expertise and trustworthiness) of the celebrity positively affects consumers

intention to purchase cosmetics. Celebrities also transfer meanings to the product that

positively influences consumer’s intention to buy cosmetics. This meaning transferred

indicates that consumers start accepting that celebrity endorsed cosmetics makes them feel

classy and glamorous and also perceive such cosmetics as a symbol of status. This research

also shows that people get more attracted towards celebrity endorsed advertisements than the

ones that doesn’t have celebrities into them which ultimately leads them to recall the products

(cosmetics) much easier because celebrities appeared into those advertisements. –(Adam &

Hussain 2017)
The advertising and entertainment industry have changed radically over the years. Celebrities

today are much more influential and enjoy a much higher public profile than in the past. This

includes not just actors or singers, but sports personalities and reality show stars. This ongoing

public fascination with celebrities offers advertisers a wide range of creative ideas to attract

audiences and has established celebrity endorsement as a popular promotional tool. This

research seeks to evaluate the impact of celebrity endorsement on young adults in Malaysia. It

examines the relationship between the key attributes of celebrity endorsers, based on the

TEARS model, and consumers’ purchase intentions. These attributes are: trustworthiness,

expertise, physical attractiveness, respect and similarity. The study adopts a quantitative

approach, with a structured questionnaire as the main tool. Based on a survey of 318 young

adults, the findings show that four of the five TEARS attributes significantly influence

consumers’ purchase intentions; only one, expertise, does not. –( Freeman 2015)

The present study examines how different degrees of celebrity–product incongruence

influence the persuasiveness of celebrity endorsement. Schema-congruity framework provides

the theoretical basis for suggesting that a moderate mismatch between a celebrity's image and

a product's image would produce more favorable responses to advertisements than either a

complete match or an extreme mismatch. This study also looks at how consumer

characteristics, namely an individual's own levels of enduring involvement with a product

category, moderate schema congruity effects. Two experiments were conducted to test these
issues using two types of match-up factors: physical attractiveness and expertise of a celebrity

endorser. The results show that celebrity endorsements are evaluated more favorably in terms

of purchase intention when there is a moderate mismatch than when there is either a complete

match or an extreme mismatch. Such effects are found to be more pronounced among

participants with higher product involvement than those with lower product involvement. –

(Lee & Thorson 2008)

Celebrities have been involved in endorsing various activities since the eighteenth century.

This article focuses on five aspects: to examine the present status of literature available on the

effect of celebrity endorsement on consumer buying behaviour; to identify whether there is

any association between the three groups of consumers (supporters/neutral/opposers of

celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer

in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic

profiles of consumers; to examine the celebrity attributes likely to influence consumer

purchase intentions; and, finally, to examine the perception of the Goan consumers about

celebrity endorsements. Literature review revealed that no major studies have been carried out

on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a

survey using structured questionnaire was administered among 200 consumers during June

2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was

found that a significant association exists between celebrity supporters/neutral/opposers with

respect to age, gender, occupation and income level, except in case of education and location.

Consumers also find celebrity endorsements more attractive and influential as compared to

non-celebrity endorsements. Moreover, the tested attributes show positive relationship with
purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it

can be concluded that celebrity attributes do impact the purchase intention of consumers. –

( Gauns, Pillai, Kamat, Chen, Chang 2017)

Celebrity endorsement has been established as one of the most popular tools of advertising in

recent time. It has become a trend and perceived as a winning formula for product marketing

and brand building. It is easy to choose a celebrity but it is tough to establish a strong

association between the product and the endorser. While the magnitude of the impact of

celebrity endorsement remains under the purview of gray spectacles, this paper is an effort to

analyze the impact of celebrity endorsements on brands. Objective of this article is to examine

the relationship between celebrity endorsements and brands, and the impact of celebrity

endorsement on consumer's buying behavior as well as how consumer makes brand

preferences. This paper proposes a 20 point model which can be used as blue-print criteria and

can be used by brand managers for selecting celebrities and capitalizing the celebrity resource

through 360 degree brand communication which, according to this paper, is the foundation of

the impact of celebrity endorsement. Celebrity endorsement is always a two-edged sword and

it has a number of positives - if properly matched it can do wonders for the company, and if

not it may produce a bad image of the company and its brand. –(Mukherjee 2009 )

Celebrity endorsements have been one of the key marketing strategies that the companies have

done. Celebrity endorsement is a big market in India and continues to grow bigger. However,

in spite of prevalent use of celebrities for endorsement, not all celebrity endorsements have
been successful. “Celebrity” refers to well known individual to the public like Actors, Sport

man or any other popular person among the customers. The general belief among advertisers

is that advertising messages delivered by celebrities provide a higher degree of appeal,

attention and possibly message recall than those delivered by non-celebrities. Marketers also

claim that celebrities affect the credibility of the claims made, increase the memorability of

the message, and may provide a positive effect that could be generalized to the brand. So

considering these points this paper is an attempt to know the impact of celebrity endorsed on

sales. This study is also an attempt to know the reasons of using the celebrities in

advertisements. The overall findings of the study reveal that celebrity endorsers has used by

the companies for increasing sales. It has also showed that consumer think that celebrity

endorsed advertisement are reliable and they have the knowledge. They are able to recall and

retention of the product. Consumers feel associated and it has also helped in influencing the

demand of the products. –( Parul 2016)

Celebrities are the personalities that are well known in public either because of their

credibility or of their attractiveness or because of both of these. To leverage this, advertisers

use celebrities in their advertisement to increase the effectiveness and heighten the credibility

of commercials. Research has proven that celebrity endorsement does cast its impact, but

other schools of thought attest the contrary. This study moves on the same line and affirms the

impact of celebrity endorsement on customers’ buying intention. It will identify the factors

that lead to celebrity’s influence on audience and also examine the effect of celebrity

endorsement in advertisement. The study will examine celebrity endorsement from a strategic

perspective and the impact of social networks on an organisation’s celebrity endorsement

strategy .The study will focus on the way the audience receive, associate and identify with the

product and social influence it creates. The purpose of this paper is to help organizations,

business people and media to understand the importance of advertising as well as the best

ways and tools to use in developing messages for advertisements to reach their target

audience. This study will help marketers in making the right choice of celebrities to use in

endorsing advertisements as well as considering how far advertisement will be effected. This

paper will critically analyze how celebrity endorsement in advertisement as a tool affects and

influence people’s opinion’s marketing and its effect in the society compared to other forms

of advertising. The methodology of collecting data for this paper will be through secondary

research which will involve reviewing relevant literature such as journals, articles, texts, print

media, social media and electronic media in this area of study. The data collected will be

qualitative and quantitative which will be analyzed and presented in forms of charts and

tables. –( Zipporah & Mbreia 2014)

In present era, there has been a change in consumer’s attitude towards lifestyle. Consumers

give importance to brands to ensure better standard of living. Today consumers are not only

educated but also selective while purchasing products. Everyday consumers are exposed to

number of voices over the radio and TV and images in newspapers, magazines, hoardings, and

websites. Therefore, every marketer tries to steal at least fraction of a person’s time to inform

him/her of the amazing and different attributes of the product at hand and for this purpose

marketers use celebrity endorsement as an effective marketing strategy to fit their products in

the minds of consumers. The practice of celebrity endorsements has proliferated over time and
perceived as a winning formula for product marketing and brand building. –( Kaur & Garg

2016)

Celebrity endorsement can be seen as a powerful and effective advertisement tool to cut

thoroughly today media clutter and grab the attention of consumers by underpinning a brand

image. The use of celebrities as a spokesperson for product and brand has been steadily

increasing over the past few decades. Celebrity endorsement is perceived as present and future

of modern marketing. Especially college students who are considered to, brand conscious are

a prime target of celebrity endorsement. owing to the steady growth of celebrity endorsement

as an effective advertisement tool to boost a brand image and to the fact that they will remain

the prime target of celebrity endorsement, this study aims at investigating the impact of

celebrity endorsement on the brand perception and attitude of consumer buying behaviour

towards apparel. –(VARGHESE 2019 )

 Chapter 3

RESEARCH METHODS

3.1 Research Design

The researchers used descriptive design in this study. According to Williams (2007),

Descriptive approach is a research method that can determine the situation in current

phenomenon. The researchers used a descriptive approach to determine the customers'

satisfaction and buying behavior on McDonald’s “BTS Meal.”

3.2 Participants of the Study

The participants in this study are academic-track students in grade 12. This study will focus on

students who are both fans and non-fans of the "BTS". There are 20 respondents in this study,

and all of them are students from Tomas Cabili National High School.

3.3 Setting of the Study

This research will be conducted at Tomas Cabili National High School. The researchers

decided to conduct the study at Tomas Cabili National High School in order to have students

as respondents. Tomas Cabili National High School, formerly Tomas Cabili Barangay High
School, is a deped managed monograde public secondary school located in the 1st district of

Lanao del Norte.

3.4 Research Instrument

The researcher used a survey questionnaire to gather data and information about the Impact of

Celebrity Endorsement on McDonald's customers' buying behavior. A researcher's

questionnaire was designed personally by the researcher. The questionnaire was used to gather

students’ information and perceptions about the research topic that they were studying. The

respondents’ answers, which will be shown on the 4th Chapter.

3.5 Data Gathering Procedure

The researcher individually collects all data relevant to the topics of this study. Secondary data

will be gathered via newspaper articles, books, and the Internet, while primary data will be

gathered from a questionnaire filled out by research participants.

3.6 Data Analysis

This section discusses the statistical tools and data analysis techniques employed in your

study.

Percentage and Frequency. Percentage is calculated by taking the frequency in the category

divided by the total number of participants and multiplying by 100%. To calculate the

percentage of students in Table 3.2.1, take the frequency for students (5) divided by the total

number in the sample (20). Then take this number times 100%, resulting in 25%

Table 3.2.1
Point Scale Description Qualifying Statement

4 3.28 - 4.00 Strongly Agree The customer is always satisfied when their idol is

the endorser of the product.

3 2.52 - 3.27 Agree The customer is oftentimes satisfied when their idol

is the endorser of the product.

2 1.76 - 2.51 Disagree The customer is sometimes satisfied when their idol

is the endorser of the product.

1 1.00 - 1.75 Strongly Disagree The customer is never satisfied when their idol is

the endorser of the product.

 Chapter 4

PRESENTATION, ANALYSIS, and INTERPRETATION OF THE DATA

The following content will be found in this chapter: the outcomes or findings on the data

collected and acquired. The data from the surveyed questionnaires that were responded by the

respondents will be presented in the table below.

4.1 Respondents Profile

Summary of the demographic variables of the Grade 12 students

Bar Graph 4.1.1 Age of the Respondents

The table suggests that in the category of age group, out of twenty students, 35% of it are 17

years old, 60% of it are 18 years old, and 5% is 19 years old.

Pie Graph 4.1.2. Strand of the Respondents

The table presents that out of twenty respondents, as of their strand, 30% are students from

STEM, 35% of the respondents are HUMSS, same goes for the ABM students that acquire 35%

too.

Pie Graph 4.1.3. Gender of the Respondents

As of their gender, the graph shows that 95% of the respondents are female and 5% are male.

4.2 Behavior Graphic

Factors affecting customers’ purchasing behaviour.

Pie Graph 4.2.1. Fast-food chains are better than street foods.

The graph indicates the

percentage wherein

50% of the respondents

agree, 45% of them

disagree, and 5% of the respondents strongly agree. The results shows that fast-food chains are

better than street foods.

Pie Graph 4.2.3. A celebrity endorses my favourite fast food restaurant.

The graph presents that out of twenty respondents, 5% of them strongly disagree, 10% of them

disagree, 65% of the respondents agree that a celebrity endorsing a product under their favourite

restaurant would affect their buying behaviour, and 20% of them strongly agree. The results

show that celebrity endorsement would affect their purchasing behaviour.

Pie Graph 4.2.4. Celebrity endorsement helps in brand promotion.

It shows that 45% of the respondents have strongly agreed, 50% of them agree, and 5% of them

disagree. The outcomes indicate that celebrity endorsement aids in brand promotion.

Pie Graph 4.2.5. Celebrity endorser has a big impact to a company like McDonald’s.
The graph shows the percentage wherein 45% of the respondents have strongly agreed, 50% of

the students agree, and 5% who disagree. The results suggest that celebrity endorsement

contributed to a company like McDonald’s.

Pie Graph 4.2.6. Believing products specifically advertised by the celebrities are of good

quality.

The graph indicates that 45% of the students agree with it, while 45% disagree, 5% of them

strongly agree, while 5% strongly disagree. The collected data resulted in a tie, demonstrating

the students' differing viewpoints on celebrity endorsement.

Pie Graph 4.2.7. It is better to

have a celebrity endorser

than a non- celebrity.

According to the graph, 45% of the twenty students agree with it, 45% disagree, and 10%

strongly agree. The results suggest that having a celebrity endorser is preferable than having a

non-celebrity endorser.

Pie Graph 4.2.8. Focusing more on the endorser rather than the product.

According to the graph, 45% of students disagree, 40% strongly disagree, and 15% of students
agree. The findings demonstrate that it is more essential to pick for the product itself rather than

the celebrity endorsing it.

Pie Graph 4.2.9. I love to buy a product which my idol endorsed without hesitation.

The graph shows that 60% of

the students disagree with the idea, 15% of them strongly disagree, and 25% of the students

agree. The results show how the respondents act if their idol would endorsed a product.

Pie Graph 4.2.10. I consider the price of the product if it’s my idol who’s endorsing it.
The graph shows out of the twenty students, 40% of them agree, 10% strongly agree, 15%

strongly disagree, and 35% of them disagree. The results indicate that some of the students are

impulsive buyer, some are not.

Pie Graph 4.2.11. I prefer a meal with a theme of my favourite celebrity such as BTS.

According to the graph, out of the twenty students, 55% of them agree, 10% strongly agree, 20%

strongly disagree, and 15% disagree. The outcomes clearly show that they would prefer a meal

with a theme of their great idols.

Pie Graph 4.2.12. I am very much satisfied if my favourite celebrity is the endorser of the

food and the beverage products.

As to what the graph shows,

60% agree, 10% strongly

agree, and 30% disagree

was the result out of the

twenty respondents. This indicates that celebrity endorsement will meet the customers’

satisfaction over a product.

Pie Graph 4.2.13. Emotional involvement of viewers with the celebrity impacts their buying

behaviour for the product which is endorsed by that celebrity.

According to the graph, 75% agree, 10% of them strongly agree, same goes for those students

who disagree that acquire 10% too, and 5% strongly disagree. The results indicates that

emotional involvement affect customers’ buying behaviour.

Pie Graph 4.2.14.

Effective communication in advertisements impacts the customers’ buying behaviour.

As per the graph, 55% of the twenty students agree, 40% strongly agree, and 5% disagree. The

results suggest that customers' interests and satisfaction may be met through marketing and

efficient communication.

Chapter 5

SUMMARY, CONCLUSIONS & RECOMMENDATIONS

5.1 Summary

The purpose of this paper is to determine the impact of celebrity endorsements on

McDonald's customers' buying behavior. The chosen respondents for this study are

twenty students ages 17–19 years old, each a senior high school student from Tomas

Cabili National High School. The researcher used a descriptive method of

quantitative research design and a survey questionnaire to gather information about

the preferred products of teenagers when shopping online. The following are the

findings.

1. Mainly, most of the respondents agreed that celebrity endorsement would affect

their purchasing behavior. They preferred fast-food chains, which are better than

street foods. Furthermore, the respondents clearly show that they would prefer a meal

with the theme of their great idols.

2. Demographics of the respondents- Categorized in several factors such as gender,

preferred choices of products.

3. Customer’s satisfaction and behavior- The product's endorsement has a significant

influence on both the consumer and the company.

4. Preference of the products the customers wants- When it comes to choosing a

product, some customers choose a product that is endorsed by their idol, while some

customers choose what they really want or need.

5. Lastly, the impact of the celebrity endorsement has a great outcome on the product

owners and their products. Customers buying behavior

5.2 Conclusion

Based on the significant findings of the study, the following conclusions were drawn.

1. Our respondents are from the different academic strand in TOMAS CABILI

NATIONAL HIGH SCHOOL. And mostly are female students.

2.45% of the respondents strongly agreed on celebrity endorsement help in brand

promotion, 50% of the respondents agreed and 5% disagreed.

3.55% of the respondents agreed on preferring a meal that is themed by their favorite

celebrity, 10% strongly agreed and 15% disagreed.

4. According to our gathered data, half of the respondents like their meal themed by

their favorite artist, and 10% of the respondents don’t.

5.45% of the respondents agreed with believing the products specially advertised by

their favorite artist, 5% strongly agreed and 5% strongly disagreed.

6. 45% of the respondents agreed that it is better to have a celebrity endorser than a

non-celebrity, 10% strongly agreed and 45% preferred to have a non-celebrity

endorser for the product.

7. 85% of the respondents disagreed on focusing more on the endorser rather than the

product, and the 15% says they must prioritize the endorser rather than the product.

8. 95% of the respondents agreed that the customer’s interest and satisfaction is

through marketing and efficient communication.

9. Therefore, all respondents have different perspective in choosing the product and

why they choose it. How they prefer to eat on the resto that is endorsed by their

favorite celebrity, how do they select their preferred products and do they want the

product themed by their favorite celebrity.

5.3 Recommendation

The results that have been discovered by the researchers can be a guide to the future

researchers in conducting their research. This serves as a reference in searching for an

idea on the Impact of Celebrity Endorsement on McDonald's customers' buying

behavior. As synthesized by the findings and conclusions, the recommendation were

made;

1. To the future researchers, tried to find out which type of celebrity endorsement

most likely persuades a consumer to purchase a product. It was concluded that

influencers are now more influential compared to traditional famous celebrities

because of the rise of social media content creation.

2. The selection of celebrity endorsers with the right attributes is very important to the

success of celebrity endorsement. It is because celebrity endorsements can help to

create and reinforce the value and image of the product and brand.

3. To examine the current state of consumer’s perception about celebrity

endorsements. Overall, the results revealed that celebrity endorsements are positively

influential when it comes to endorsing a product.

4. To find out if celebrity endorsements really impact the customer buying behavior

of the consumer and it was concluded that it really does make an impact on the

purchase decision of the consumers.