An exploratory study about the influence celebrities have on young adults, with regards to fashion, was conducted using both qualitative and quantitative methods. Participants were recruited from Ohio University courses, and a total of 481 usable surveys were collected, with 120 male participants and 361 female participants.
The subjects in this study confirmed, through survey responses, that celebrities set appearance standards through their highly visible lives that are portrayed in the media. It was evident that, because the general population is not exposed to celebrities face to face, media outlets allow the celebrities to become highly visible. Actors and musicians were the two categories most often listed by subjects as influential celebrities. Two themes emerged that support the notion of celebrity influence and the manner to which their influence occurs: (a) celebrities are viewed as role models and (b) celebrity lives are desirable and envied because they are associated with wealth, power, and fame. In fact young adults view celebrities as role models to the extent that they are influenced not only with fashion choices, but also in the adoption of non-fashion items such as, food, cars, electronics, drugs, and alcohol. Additionally celebrity behaviors, particularly language, emerged as areas of influences for college men and women in this sample.
Both similarities and differences were observed between men and women with respect to the way celebrities influence them. Although the levels of reported influence were generally similar, women consistently reported significantly higher levels of perceived celebrity influence than men. Male respondents more frequently mentioned athletes as an influence than female respondents, and female respondents mentioned reality television people more often than men. There was a general agreement between both men and women, though, regarding which specific celebrities were most influential.
In addition to providing insight about the way celebrities influence college age men and women, topics worthy of exploration in future research were revealed. Specifically, this information provides insight into the role of celebrities as endorsers for clothing or brands. Marketers, retailers and brands can use this information to determine effective ways to reach their target customers.