INFLUENCE OF CELEBRITY ENDORSEMENTS ON PURCHASING BEHAVIOR OF JOSEPH AYO BABALOLA UNIVERSITY UNDERGRADUATES
Abstract
This study explores the influence of celebrity endorsements on the purchasing behaviour of undergraduates at Joseph Ayo Babalola University (JABU). It investigates how celebrity attributes such as attractiveness, trustworthiness, expertise, and relevance affect students’ buying decisions. The study employs a descriptive survey design, using a structured questionnaire as the primary data collection instrument. A total of 339 undergraduates were selected using a simple random sampling technique, out of which 271 valid responses were retrieved and analyzed. The findings revealed that while celebrity endorsements enhance brand awareness and attractiveness, actual purchasing decisions are more influenced by product quality, peer influence, and affordability. The study concluded that celebrity endorsements are effective in capturing initial attention, but their impact on final purchase decisions depends on how well the celebrity message aligns with the consumer’s values and practical needs.
Keywords: celebrity endorsement, purchasing behaviour, consumer behaviour, brand.
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