THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR

ABSTRACT

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.