Celebrity Endorsement as an Effective Marketing Strategy: Its Impact on Consumer Awareness and Brand Positioning in Nutraceutical Industry

Author : Alok Kumar , P. Pinakapani

Abstract :The nutraceutical industry has seen significant growth in recent years, driven by increasing consumer awareness of health and wellness. To further boost sales, companies are exploring innovative marketing strategies, including celebrity endorsements. This study investigates the impact of celebrity endorsements as an Effective Marketing Strategy with respect to Consumer Awareness and Brand Positioning in Nutraceutical Industry. Leveraging a comprehensive dataset that includes sales figures, social media metrics, celebrity popularity indices, and consumer demographic information, we develop predictive models to quantify the effect of celebrity endorsements on product sales. Various machine learning algorithms, such as linear regression, decision trees, and neural networks, are employed to identify patterns and correlations. Additionally, the study explores the optimal selection of celebrities for endorsements using clustering techniques to segment celebrities based on their influence and alignment with brand values. This segmentation helps in making strategic decisions for future marketing campaigns. Overall, this research provides actionable insights for nutraceutical companies to enhance their marketing strategies through data-driven decision-making. By leveraging machine learning and evidence-based data, companies can better understand consumer behavior, optimize celebrity endorsements, and ultimately drive higher sales of nutraceutical health products. The study was conducted in India, comprising a sample of 217 participants drawn from diverse regions throughout the country. Incorporating machine learning and into the analysis of celebrity endorsements can lead to more effective marketing strategies for nutraceutical health products. By leveraging advanced techniques like sentiment analysis and predictive modeling, businesses can better understand consumer behavior, optimize their endorsement strategies, and ultimately drive sales growth in this competitive market.

Keywords :Nutraceutical Industry, Celebrity Endorsement, Sales Enhancement, Machine Learning, utilization, Marketing Strategies, Consumer Demographics.

Conference Name :International Conference on Pharmaceutical Industrial Marketing and Management (ICPIMM-25)

Conference Place Bogota, Colombia

Conference Date 3rd Jul 2025