Using celebrity endorsers to promote brands is one of the most common advertising methods. Using celebrities in advertisements increases consumer recognition of a brand, and creates a positive brand image. Celebrity endorsements are also an important marketing tool because they provoke emotional responses. Consumers evaluate celebrities on a variety of criteria, including attractiveness, expertise, and trust. They also evaluate celebrities on how credible their endorsements are. Among the most popular celebrities are Hollywood actors, actresses, and musicians. In fact, more than 10% of television commercials feature celebrities. Celebrity endorsements influence consumer brand choices and behaviors, and can lead to long-term, positive partnerships. A celebrity is an individual who has become famous for something other than their actual identity, such as their talent, appearance, or skills. For example, Justin Bieber is famous for his musical talent, and Paris Hilton is famous for being famous. It is important for retail marketers to determine the right celebrity for their product line. In this article, we use a stimulus-organization-response (SOR) framework data hk to examine the attitudes of Millennial consumers toward brands endorsed by celebrities. We found that Millennials are brand conscious, and are more likely to purchase a brand or product that reflects their own self-perception. They also are more likely to purchase a brand or a product if they believe that the brand is endorsed by a celebrity. We also found that celebrity-brand congruence influences consumer behavior, which can provide helpful insights for retailers. Although it is unclear whether celebrity-brand congruence has a positive or negative impact on consumer behavior, research indicates that it does have an effect. Higher celebrity-brand congruence increases consumer buying intentions, which can lead to more sales for the company. However, there are also some negative effects of celebrity-brand congruence, such as a higher risk of negative publicity. In order to determine whether celebrity-brand congruence is effective in marketing, retailers should allocate more resources to investigating celebrity endorsements. In addition, determining which celebrity is appropriate for a brand can lead to long-term positive partnerships. Ultimately, the use of celebrities in advertisements can help companies create a unique position in the marketplace. A celebrity's presence on social media can also increase their exposure. Whether it is through Twitter or Facebook, many celebrities are willing to offer tips and advice. They are also happy to share their experiences. It is also important for a celebrity to maintain a good relationship with their fans. They can thank their fans for their support in interviews. They also should try to come up with new ideas and try new things. They should also innovate, branch out into other fields, and thank their fans for their support. It is also important to understand how celebrities got their fame. The Beatles, for example, were a pop group. They were able to achieve fame because they were photographed. Similarly, Justin Bieber became famous through YouTube videos. A celebrity may also become famous for something else, such as through a blog or internet-based venture.