In today’s world where technology is prevalent, there has been an emergence of social media channels as strong avenues for advertising purposes, thus changing the entire landscape of marketing communications altogether. Celebrity endorsement, which is one of the most common methods used for marketing goods, has found favour on various social media platforms, including Instagram, Facebook and YouTube due to the broad scope and appeal that celebrities enjoy in the digital world. Yet, despite the wide use of such campaigns, little has been said about their effect on consumers’ buying decisions through research studies done in India, for instance. The current study seeks to address this gap by investigating the role of celebrities in advertising through social media and their effects on consumer buying behaviour. A survey conducted via cluster sampling across different districts of West Bengal reveals positive relationships between celebrity endorsement and the consumer attitude towards the brand, thereby positively impacting sales performance. Among the variables, trustworthiness had the strongest influence on consumer behaviour. Demographic variables like age and income also had a significant impact on consumer attitudes.