Purpose: This study examined the influence of celebrity endorsements on consumer behavior, particularly in the food and beverage industries. Using a systematic literature review approach, this study identified critical themes, models, and variables, including celebrity expertise and brand fit. Design/Methodology/Approach : A systematic literature review combined with a bibliometric analysis was conducted using 39 peer-reviewed journal articles published between 2007 and 2022. The Scopus database was used to extract relevant studies, which were analyzed using Bibliometrics and Biblioshiny. Using an online web-based data analysis framework for a systematic literature review, this study used code commands for conceptual mapping, trend identification, and historiographic evaluation.

Findings: The study revealed three dominant themes in the celebrity endorsement literature: celebrity characteristics (expertise, trustworthiness, and attractiveness), cultural dimensions, and health-related concerns. The results of the systematic literature review analysis identified celebrity expertise and brand fit as key determinants of consumer attitudes and purchase intentions in the food sector. The proposed conceptual model linked celebrity expertise and brand fit to behavioral outcomes, which were mediated by consumer attitudes. Practical

Implications: Marketers should focus on selecting celebrities with relevant expertise and an ethical orientation to enhance brand credibility, especially in the food sector, which is sensitive to quality and health aspects. Misleading advertisements and endorsements could have negative consequences, potentially leading to consumer backlash or reduced trust. Misleading advertisements and endorsements motivated by false claims and exaggerated benefits that push sales and generate additional revenue may erode consumer trust and loyalty. This study called for marketers to take active action in formulating their marketing strategies, backed by customer loyalty and positive word-of-mouth, to increase consumer confidence. Originality/

Value: This study deviated from earlier studies by emphasizing the importance of customer loyalty, celebrity endorsement, trustworthiness, and attractiveness as indicators of consumer attitudes and confidence. This study highlighted the relevance of expertise and congruence in the food sector. This work also introduced a conceptual model supported by a dual-method approach that combines a systematic literature review and bibliometric analysis to provide deeper insights into the area of celebrity endorsements and consumer behavior.

1. Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of Marketing, 59(3), 56–62. https://doi.org/10.2307/1252119
2. Alex, J., & Thomas, J. (2014). Brand credibility and purchase intention among users of shopping and convenience goods: The moderating role of brand involvement. Indian Journal of Marketing, 44(4), 17–24. https://doi.org/10.17010/ijom/2014/v44/i4/80386
3. Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209–234. https://doi.org/10.1080/02650487.2008.11073052
4. Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007
5. Atay, E. G. (2011). Celebrity endorsements and advertising effectiveness: The importance of value congruence (Doctoral dissertation, University of Oregon). ProQuest Dissertations & Theses. https://www.proquest.com/openview/5c84bec5fb0dcf332a150d5521c851b9/1?pq-origsite=gscholar&cbl=18750
6. Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(1), 57–61. https://psycnet.apa.org/record/1983-24590-001
7. Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537
8. Boyland, E. J., Harrold, J. A., Dovey, T. M., Allison, M., Dobson, S., Jacobs, M.-C., & Halford, J. C. (2013). Food choice and overconsumption: Effect of a premium sports celebrity endorser. The Journal of Pediatrics, 163(2), 339–343. https://doi.org/10.1016/j.jpeds.2013.01.059
9. Calvo-Porral, C., Rivaroli, S., & Orosa-González, J. (2021). The influence of celebrity endorsement on food consumption behavior. Foods, 10(9), 2224. https://doi.org/10.3390/foods10092224
10. Chakraborty, D. (2018). Impact of celebrity endorsed advertisements on rural consumers' purchase intention towards mobile SIM cards: A study conducted in West Bengal. Indian Journal of Marketing, 48(10), 52–63. https://doi.org/10.17010/ijom/2018/v48/i10/132335
11. Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639–650. https://doi.org/10.1002/mar.20550
12. Dash, G., Akmal, S., & Chakraborty, D. (2023). A study on adoption of mobile learning apps (MLA): Development of an integrated framework in a multinational context. Indian Journal of Marketing, 53(5), 8–24. https://doi.org/10.17010/ijom/2023/v53/i5/172724
13. Dixon, H., Lee, A., & Scully, M. (2019). Sports sponsorship as a cause of obesity. Current Obesity Reports, 8, 480–494. https://doi.org/10.1007/s13679-019-00363-z
14. Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070
15. Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management, 24(5), 449–461. https://doi.org/10.1108/JPBM-10-2014-0722
16. Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
17. Grover, A., & Arora, N. (2024). Effect of parasocial commitment and breakup with a fictional character on purchase intention. Prabandhan: Indian Journal of Management, 17(9), 8–23. https://doi.org/10.17010/pijom/2024/v17i9/173939
18. Gupta, R., & Jain, K. (2019). The impact of anthropomorphism on purchase intention of smartphones: A study of young Indian consumers. Indian Journal of Marketing, 49(5), 7–20. https://doi.org/10.17010/ijom/2019/v49/i5/144021
19. Ha, N. M., & Lam, N. H. (2017). The effects of celebrity endorsement on customer's attitude toward brand and purchase intention. International Journal of Economics and Finance, 9(1), 64–77. https://doi.org/10.5539/ijef.v9n1p64
20. Halder, D., Pradhan, D., & Chaudhuri, H. R. (2021). Forty-five years of celebrity credibility and endorsement literature: Review and learnings. Journal of Business Research, 125, 397–415. https://doi.org/10.1016/j.jbusres.2020.12.031
21. Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions and organizations across nations (2nd ed.). SAGE Publications, Inc. https://us.sagepub.com/en-us/nam/cultures-consequences/book9710
22. Jha, L. (2020, September 17). DTH subscriber base expands by 2.8 lakh over March quarter. Mint. https://www.livemint.com/news/india/dth-subscriber-base-expands-by-2-8-lakh-over-march-quarter-11600353469929.html
23. Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), 569–586. https://doi.org/10.1002/mar.4220110605
24. Khandare, A. U., & Suryawanshi, P. B. (2016). Studying the impact of internet advertising on consumer buying behavior. We'Ken International Journal of Basic and Applied Sciences, 1(1), 28–33. https://doi.org/10.21904/weken/2016/v1/i1/93608
25. Kim, S., Choe, J. Y., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006
26. Kushairi, N., & Ahmi, A. (2021). Flipped classroom in the second decade of the millenia: A bibliometrics analysis with Lotka's law. Education and Information Technologies, 26(4), 4401–4431. https://doi.org/10.1007/s10639-021-10457-8
27. Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447–453. https://doi.org/10.1016/j.jbusres.2006.09.030
28. Lee, J.-G., & Thorson, E. (2008). The impact of celebrity–product incongruence on the effectiveness of product endorsement. Journal of Advertising Research, 48(3), 433–449. https://doi.org/10.2501/S0021849908080446
29. Lueck, J. A. (2015). Friend-zone with benefits: The parasocial advertising of Kim Kardashian. Journal of Marketing Communications, 21(2), 91–109. https://doi.org/10.1080/13527266.2012.726235
30. McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321. https://doi.org/10.1086/209217
31. Mongeon, P., & Paul-Hus, A. (2016). The journal coverage of Web of Science and Scopus: A comparative analysis. Scientometrics, 106(1), 213–228. https://doi.org/10.1007/s11192-015-1765-5
32. Moral-Muñoz, J. A., Herrera-Viedma, E., Santisteban-Espejo, A., & Cobo, M. J. (2020). Software tools for conducting bibliometric analysis in science: An up-to-date review. Professional De La Información, 29(1). https://doi.org/10.3145/epi.2020.ene.03
33. Moses, I. O., Hasan, H. Z., Mua'ti, A., Abas, W. A., & Sern, T. J. (2021). Religiosity as moderating variable between the relationships of attitude towards celebrity endorsement of Hijab advertisement on TV and purchase intention. The International Journal of Humanities & Social Studies, 9(1). https://www.internationaljournalcorner.com/index.php/theijhss/article/view/158430
34. Muda, M., Musa, R., & Putit, L. (2017). Celebrity endorsement in advertising: A double-edged sword. Journal of Asian Behavioural Studies, 2(3), 21–32. https://doi.org/10.21834/jabs.v2i3.188
35. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
36. Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 45–64. https://psycnet.apa.org/record/1991-26094-001
37. Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S.,...Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. The BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
38. Pahari, S., Polisetty, A., Sharma, S., Jha, R., & Chakraborty, D. (2023). Adoption of AI in the banking industry: A case study on Indian banks. Indian Journal of Marketing, 53(3), 26–41. https://doi.org/10.17010/ijom/2023/v53/i3/172654
39. Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533–544. https://doi.org/10.1007/s10488-013-0528-y
40. Park, J., Motoki, K., Velasco, C., & Spence, C. (2022). Celebrity insects: Exploring the effect of celebrity endorsement on people's willingness to eat insect-based foods. Food Quality and Preference, 97, Article ID 104473. https://doi.org/10.1016/j.foodqual.2021.104473
41. Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284. https://doi.org/10.1016/j.heliyon.2020.e04284
42. Sabokwigina, D., Lim, H. Y., & Mpogole, H. (2022). Attributes of celebrity endorsers and their influence on university students' intention to purchase fashion products. The International Journal of Humanities & Social Studies, 10(2). https://doi.org/10.24940/theijhss/2022/v10/i2/HS2202-032
43. Saldanha, A. T., & Aranha, R. (2022). Influence of consumers' self-perception on devaluation of ugly produce–Marketing strategies to reduce food waste in the Indian context. Indian Journal of Marketing, 52(8), 41–50. https://doi.org/10.17010/ijom/2022/v52/i8/171223
44. Shenje, J. (2017). Midas touch or time bomb? A look at the influence of celebrity endorsement on customer purchase intentions: The case study of fast foods outlet companies in Harare, Zimbabwe. African Journal of Business Management, 11(15), 347–356. https://doi.org/10.5897/AJBM2017.8357
45. Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30–42. https://doi.org/10.2307/3151928
46. Sivathanu, B. (2017). Food marketing and its impact on adolescents' food choices. Indian Journal of Marketing, 47(8), 46–60. https://doi.org/10.17010/ijom/2017/v47/i8/117432
47. Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, Article ID 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
48. Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909. https://doi.org/10.1108/03090561111119958
49. Thompson, J. (1978). Celebrities strike it big as endorsers. Industrial Marketing, 63(1), p. 85.
50. Till, B. D. (1998). Using celebrity endorsers effectively: Lessons from associative learning. Journal of Product & Brand Management, 7(5), 400–409. https://doi.org/10.1108/10610429810237718
51. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1–13. https://doi.org/10.1080/00913367.2000.10673613
52. Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence‐informed management knowledge by means of systematic review. British Journal of Management, 14(3), 207–222. https://doi.org/10.1111/1467-8551.00375
53. Yang, W. (2018). Star power: The evolution of celebrity endorsement research. International Journal of Contemporary Hospitality Management, 30(1), 389–415. https://doi.org/10.1108/IJCHM-09-2016-0543
54. Zhou, M., Rajamohan, S., Hedrick, V., Patiño, S., Abidi, F., Polys, N., & Kraak, V. (2019). Mapping the celebrity endorsement of branded food and beverage products and marketing campaigns in the United States, 1990–2017. International Journal of Environmental Research and Public Health, 16(19), 3743. https://doi.org/10.3390/ijerph16193743