{"id":6526,"date":"2024-03-31T18:04:54","date_gmt":"2024-03-31T17:04:54","guid":{"rendered":"https:\/\/icertpublication.com\/?page_id=6526"},"modified":"2026-04-03T08:33:03","modified_gmt":"2026-04-03T03:03:03","slug":"consumer-persuasion-in-disguise-the-role-of-celebrity-influence-in-surrogate-advertising","status":"publish","type":"page","link":"https:\/\/icert.org.in\/index.php\/shodh-sari-2\/shodh-sari-vol-3-issue-2\/consumer-persuasion-in-disguise-the-role-of-celebrity-influence-in-surrogate-advertising\/","title":{"rendered":"Consumer Persuasion In Disguise: The Role Of Celebrity Influence In Surrogate Advertising"},"content":{"rendered":"\t\t
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Shodh Sari-An International Multidisciplinary Journal<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Vol-03, Issue-02 (April - June 2024)<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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An International scholarly\/ academic journal, peer-reviewed\/ refereed journal, ISSN : 2959-1376<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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CONSUMER PERSUASION IN DISGUISE: THE ROLE OF CELEBRITY INFLUENCE IN SURROGATE ADVERTISING<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Dahiya, Jaspreet<\/span>1<\/span><\/span> and Himanshi<\/span>2<\/span><\/span><\/p>

Associate Professor<\/span>1<\/span><\/span>, Research Scholar<\/span>2<\/span><\/span><\/p>

Department of Management and Commerce, Baba Mastnath University Rohtak Haryana<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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DOI: <\/span>https:\/\/doi.org\/10.59231\/SARI7687<\/span><\/a><\/p>

Subject: Marketing \/ Media Ethics<\/span><\/p>

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Received: Jan 09, 2024<\/span><\/p>

Accepted: Feb 26, 2024<\/span><\/p>

Published: April 01, 2024<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Thematic Classification: Surrogate Advertising, Consumer Persuasion, Celebrity Endorsement, Marketing Ethics, Hidden Brand Promotion, Regulatory Challenges.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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ABSTRACT<\/span><\/p>

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.<\/span><\/p>

Keywords:<\/span> Celebrity Influencing, Surrogate advertising, Disguise, Consumer Persuasion, Prohibited.<\/span><\/p>

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Impact Statement<\/span><\/p>

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\u2019s 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\u2019s 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: –<\/span><\/p>