Many brands now depend on celebrity endorsements to inspire trust in their consumers and to help them succeed against tough competitors. Studies have investigated how brands become well-known and what impact celebrity recommendations have on customer choices, but there is still a lack of information on its part in creating trust online. This study aims to clarify the impact of celebrity endorsement on consumer trust by looking closely at the features of celebrities, the effects of digital media and the strategies marketers can use. It mainly works to show how endorsement by celebrities helps to gain trust and to describe the elements that cause trust levels to go up or down when those celebrities are involved. The research is unique because it mixes ideas from marketing, psychology and digital communication, giving a thorough approach that benefits both learning and working. Results will assist marketers in deciding on and control celebrity endorsements, so they earn more trust and brand equity as the market grows.
Keywords: Celebrity endorsement, consumer trust, brand credibility, digital marketing, marketing strategy, brand differentiation, digital platforms, influencer marketing, trust formation, social media marketing
How to cite this article: Byju A, Usha S, Celebrity Endorsement as a Strategic Tool for Building Consumer Trust. Int J Drug Deliv Technol. 2026;16(4s): 772-781; DOI: 10.25258/ijddt.16.4s.89
Source of support: Nil
Conflict of interest: None