PERCEPTION OF THE INFLUENCE OF CELEBRITY ENDORSEMENT ON BUYING BEHAVIOUR OF SELECT PRODUCTS: A Study of Residents of Owerri Metropolis

ANYANWU, BJC and ORJI, Uchenna Franklin and DURU, DURU, Ngozi (2019) PERCEPTION OF THE INFLUENCE OF CELEBRITY ENDORSEMENT ON BUYING BEHAVIOUR OF SELECT PRODUCTS: A Study of Residents of Owerri Metropolis. IMSU JOURNAL OF COMMUNICATION STUDIES, 3. pp. 1-311. ISSN 2682-6321

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Abstract

The study was on the perception of the influence of celebrity endorsement on buying behaviour of select products. The objectives of the study among others were to: examine the perception of Owerri metropolis residents on celebrity endorsement and identity the influence of celebrity endorser on the select products like Toma-paste, Harpic plus, Maltina and Holandia. The study was anchored on social learning theory. Survey research design was adopted for this study. A sample size of 385 was drawn from the population of 555,500 using Australian online calculator. Multi-stage sampling technique was used for this study. Findings indicated that the perception of the respondents were as follows: 63.5% of the respondents' admitted that they are familiar with celebrities that appear in the ad, 52% believed the celebrities use in endorsing these brands and 38.6% of the respondents held the brands endorsed by celebrities in a high esteem. In essence the finding showed that 57.5% of the respondents believed that celebrity endorsement influenced their purchase of the select products by enhancing recall of the products, attracting attention to the products and establishing credibility to the products. The researchers therefore, recommended the need to intensify more effort in the placement of celebrity endorsement on television.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Management and Social Sciences
Depositing User: mrs chioma hannah
Date Deposited: 09 Sep 2020 12:05
Last Modified: 09 Sep 2020 12:05
URI: http://eprints.gouni.edu.ng/id/eprint/2622

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