The study examined the influence of celebrity endorsement on the buying behaviour of youth towards smartphones in Kannur District. The research focused on youth aged 18–30 years and used both primary and secondary data. Primary data were collected from 50 respondents through a structured questionnaire, while secondary data were gathered from books, journals, websites, and reports. The data were analysed using percentage analysis weighted average mean and ranking, and the results were presented through tables, charts, and diagrams. The study revealed that most youth are aware of celebrity-endorsed advertisements, and attractive and popular celebrities strongly influence their purchase decisions. Film stars and cricketers are the most impactful celebrities, while the internet is the most effective medium. Overall, celebrity endorsement positively affects brand preference and buying behaviour, providing useful insights for marketers to design effective advertising strategies.