PERCEIVED INFLUENCE OF CELEBRITY ENDORSEMENTS ON THE PURCHASE DECISION OF MTN SUBSCRIBERS: A STUDY OF ACU UNDERGRADUATES
Abstract
ABSTRACT
In today’s competitive market, brands increasingly leverage celebrity figures to enhance product appeal, trust, and consumer connection. Therefore, this study investigates the perceived influence of celebrity endorsements on the purchase decisions of undergraduates at Ajayi Crowther University, Oyo. The research explores how students interpret and respond to such endorsements, and the extent to which factors like celebrity attractiveness, trustworthiness, expertise, and relevance affect their buying behavior. Using a quantitative approach, structured questionnaires were administered to a sample of undergraduate students across various faculties. The data collected were analyzed using descriptive and inferential statistics. Findings revealed that celebrity endorsements significantly impact students' purchasing decisions, especially when there is a perceived alignment between the celebrity's image and the product. The study concludes that while celebrity influence plays a notable role in consumer behavior, other factors such as price, quality, and peer opinions also contribute. It recommends that marketers targeting university students should consider using relatable and credible celebrities who align with the lifestyle and values of their audience.
Full-Text Access Notice
In accordance with the NERD Policy on promoting peer-reviewed publication, public access to the full text of a project, thesis or dissertation is restricted for three years, allowing the author and supervisors sufficient time to pursue peer-reviewed publication.
During this period, researchers with legitimate academic or research purposes may request authorisation directly from the author to enable NERD to release the indexed full texts of the work using the form below.