DETERMINANTS OF INFLUENCE OF BRAND AMBASSADORS ON CONSUMPTION OF DANO MILK AMONG STUDENTS OF LEAD CITY UNIVERSITY, IBADAN

ABSTRACT This study investigated the determinants of the influence of brand ambassadors on consumption of Dano milk among students of Lead City University, Ibadan. The study was anchored on Two Step Flow Theory and Social Learning Theory. Also, the research objectives identified the criteria brands base their selection of brand ambassadors, evaluated the influence of a celebrity public image on selection of brand ambassadors, assessed how Lead City University students' perception of the brand ambassadors' influences positive attitude towards Dano milk, examined the influence celebrity social media followers on engagement as brand ambassador and examined how a celebrity alignment with the brand's values and image influences selection as brand ambassadors. Data was collected through a survey of 292 respondents in Lead City University, Ibadan, out of 313 sample size used for this study. The data were analyzed using mean, standard deviation and percentages. Also, the key findings revealed that the majority of the respondents identified credibility, relevance to the product, public image, and alignment with brand values as top criteria. The majority of the respondents agreed that a celebrity’s public behaviour and reputation affect their trust in the brand. The students who liked the brand ambassador showed higher brand affinity and the study reported that the ambassador influenced their initial trial of Dano Milk. The findings indicated that the respondents followed ambassadors on social media platforms and they were more likely to engage with Dano Milk content if it was shared by a celebrity they follow. Also, the students were more responsive to ambassadors who embody health, wellness, and education values associated with Dano Milk. However, the study recommends that Dano Milk should work with well-known individuals who have a following among Lead City University students. Ambassadors should use promotional efforts, social media interactions, and school activities to actively involve students. Key Word: Determinants, Influence, Celebrity, Brand Ambassadors, Consumers Word Counts: 301