Finally, the study could find very good evidence in support of the study model which proposes certain cause-and-effect relationships in between buying behavior, effectiveness of print and social media ads. I have not the least intention to offend, said the old man but I was about. This appears to be rather more interesting finding in the study. Interestingly, though consumers do trust social media advertisements more but they might not rely on celebrities in ads. For all collective social media advertisements all the variables strictly significant, which means, social media advertisement appears to be more important when compared to print ads. The Knight of Cups is considered a good card to pull during a tarot reading, as it represents excitement, optimism, and change. Participants were exposed to 5 advertisements, one of which contained a celebrity brand endorsement, then they are asked to respond 11 credibility belief statements & were tested on their memorability of the celebrity endorsed advertisements. One section was exposed to celebrity endorsements in print advertisements and the other is to social media advertisements. The Knight of Cups is a combination of the elements fire and water and therefore a representation of action that is driven by emotion. For the study purpose, consumer participants (Students who are using social media mostly) were divided into two groups. The present study investigates the effectiveness of celebrity endorsements in print & social media advertisements (Twitter, Instagram & Facebook) on buying behaviour of consumer.
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