The Influence of Celebrity Endorsement on Consumer Purchase Behaviour for Healthcare Nutraceutical Products using Deep learning

Abstract

Celebrity endorsement has long been recognized as a potent marketing tool influencing consumer behavior across various product categories. However, its influence on consumer purchase behavior for healthcare nutraceutical products remains underexplored, particularly in the context of deep learning analysis. This paper aims to bridge this gap by employing advanced deep learning techniques to delve into the intricate relationship between celebrity endorsement and consumer purchasing decisions in the healthcare nutraceutical industry. The study adopts a mixed-methods approach, combining sentiment analysis of socialCelebrity endorsement media data, convolutional neural networks (CNNs), and recurrent neural networks (RNNs) to extract insights from a vast pool of online discourse. By mining textual and visual data, we aim to discern patterns, sentiments, and preferences surrounding celebrity endorsements of healthcare nutraceutical products. Furthermore, we investigate the differential impact of various types of celebrity endorsements, including social media influencers, industry experts, and mainstream celebrities, on consumer purchase behavior.