THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR, 2016
Celebrities are the personalities that are well known in public either because of their credibili... more Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or because of both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the credibility of commercials. Research has proven that celebrity endorsement does cast its impact, but other schools of thought attest the contrary. This research work moves on the positive line and affirms the Impact of Celebrity Endorsement on Consumer Buying Behaviour with a case study of; Seven- Up Bottling Company Plc. Celebrity endorsement business has become a multi-million naira industry in Nigeria. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. This research work will critically analyze how celebrity endorsement in advertisement as a tool affects and influences people’s opinions in marketing and its effect in the society compared to other forms of advertising. The methodology of collecting data for this research work will be through both primary and secondary research which will involve questionnaire and reviewing relevant literature such as journals, articles, texts, print media, social media and electronic media in this area of study. The data collected will be qualitative which will be analyzed and presented in forms of tables. Finally, the results of the study prove that celebrity endorsements positively impact the purchase intention of the consumers.
THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR, 2016
Celebrities are the personalities that are well known in public either because of their credibili... more Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or because of both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the credibility of commercials. Research has proven that celebrity endorsement does cast its impact, but other schools of thought attest the contrary. This research work moves on the positive line and affirms the Impact of Celebrity Endorsement on Consumer Buying Behaviour with a case study of; Seven- Up Bottling Company Plc. Celebrity endorsement business has become a multi-million naira industry in Nigeria. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. This research work will critically analyze how celebrity endorsement in advertisement as a tool affects and influences people’s opinions in marketing and its effect in the society compared to other forms of advertising. The methodology of collecting data for this research work will be through both primary and secondary research which will involve questionnaire and reviewing relevant literature such as journals, articles, texts, print media, social media and electronic media in this area of study. The data collected will be qualitative which will be analyzed and presented in forms of tables. Finally, the results of the study prove that celebrity endorsements positively impact the purchase intention of the consumers.
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