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CHAPTER ONE
INTRODUCTION
1.1
Background to the Study
The modern world of marketing communication has become colourful and undaunted with
advertisements. It is increasing challenging for the advertiser of a product to differentiate their
product from others and get the necessary attention. In order to meet these challenges, even in the
telecommunication where the services provided are alike, advertisers now use various advertising
techniques such as using celebrities to differentiate their product from others and also to create
affinity to their product. This celebrity are also known as brand ambassador as they represent the
brand anywhere they appear also because, customers tends to relate the product with the brand
more than they do with other forms of advert associated with the brand that are without such
celebrity.
Using of a celebrity in advertising according to Pickton (2015) is the use well known person
to promote a company or a brand. It is believed that when that celebrity endorses the brand, it
commands instant attention. In line with this, Solomon (2022) explains that hiring a celebrity can
be one of the fastest and effective ways of giving the brand a touch of star dust. The use of
celebrities cut across the clutter of advertisements we see every day.
Advertising is seen by the Hawkins (2010) as the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large. It can also be seen for business to consumer advertising as
the process by which companies create value for customers and build strong customer
relationships, in order to capture value from customers in return. For business-to-business
advertising, it can be defined as creating value, solutions, and relationships either short term or
long term with a company or brand. The relevance of advertising cut across all forms of business
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including the telecommunication, if they must meet up with market competition. Advertising
scholars affirm that celebrities can bestow special attribute on a product that it may lack. This
leads to increase in revenue for the company as the public are persuaded to purchase the brand.
The public believe that they get close to these celebrities, when they use the product according to
Rosenstein (2015), these have resulted in why advertiser uses celebrities to endorse their product.
Advertisers recognize an important fact that advert messages create awareness but, should
motivate the target public to purchase the product. However, in today’s advertising world,
advertisers face the daunting challenge of diverse publics who are exposed to numerous adverts
that they pays little or no attention to. In order to overcome this seemingly daunting task, the
advertiser uses celebrities in advertisement not only to grab the attention of the target public but
motivate them to make purchase.
Celebrity endorsement appears to be the solution to advertising challenges, since
advertisers in the telecommunication now have one celebrity or another endorsing their products.
Numerous examples abound of advertisers who use various celebrities in their advertisements;
they include Globalcom Limited (Glo) that uses various celebrities such as Innocent Ujah Idibia
(2Face), Anthony Joshua and lots more, MTN uses celebrity such as Tiwa Savage.
Competition within telecommunication industry is getting tougher day by day due to
globalization, deregulation, increasing global and domestic competition, new technologies, and ecommerce (Daniel & Mambu, 2017). The firms are competing with each other for customers,
market share and long-term survival. Customers are becoming more cultured, segmented and
demanding, and anticipate more in terms of customization, newness, quality and price
In order to survive in current conditions of market, firms within the industry must enhance
their innovation capabilities in order to satisfy market demands and customer preferences and
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maintain a long-term competitive advantage (Panayides, 2016). In Sub-Saharan African countries,
of which Nigeria is not an exception, the continuous growth in technology, coupled with the
increase in the use of mobiles phones, the telecommunication industry has pushed by users to build
robust innovative service and products in order to gain consumers satisfaction. (Aker & Mbiti,
2014). The use of celebrities in advertising their services is one of such ways.
Using celebrities for advertising has been one of the present-day competitive approaches
in retaining and wining prospective subscribers in Nigeria telecommunication market
telecommunication sector, the promotion offers via this advertising platforms arrays from minutes,
days, weekly, monthly, bi-annually and yearly subscription basis. It however includes; local and
international voice calls, data bundles, cash prizes and many other materials rewards. The use of
celebrities in advertisement has gain cognizance in recent years within the global and local
telecommunication industries for the apparent fact that companies feel celebrity advertisement is
inducement and plays an important role in the consumer decision making process and loyalty to
the network (Daniel & Mambu, 2017)
Celebrity advertising has become quite popular in Nigeria for product and services due to
its relative convenience. The emergence of many product of same functions as earlier stated had
increased competition in Nigeria and has pushed producers to be customer oriented and focus on
online advertising as the platform for reaching their customers. The essence of this is to attract
potential customers, retain its existing customers and boost sales as well. The focus of this study
therefore, is to know how the public perception of celebrity advertising in promoting the products
sales in Nigeria.
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1.2
Statement of Problem
Change is the only constant thing in life and advertisers know this too well. In time past,
public were not exposed to advertisements as they are today. Advertisers therefore use different
creative advertising techniques like celebrity endorsement to put the brands in the minds of the
public.
However, the use of celebrities in advertisements comes with its own challenges like
convincing the public that these celebrities use the brand. Another challenge involves are the
factors, advertisers need to consider before selecting a celebrity to endorse a brand that is, selecting
the right celebrity to endorse the right product.
The most of all challenges is that consumers of product no longer believe that the use of a
particular celebrity as a brand endorser is a full proof of the originality of the product. This means
that celebrity advertisement is no longer a game changer in the advertisement industry even for
those in telecommunication industry.
In line with the above, the study seeks to find if the use celebrity in advertising a brand
determines the effectiveness and authenticity of the brand.
1.3
Objectives to Study
The objectives of this research are to:
i. Discover the role of celebrities in advertising product in Nigeria.
ii.
Know if celebrity endorsement has any effect on acceptance of a brand.
iii.
Know if celebrity endorsement leads to brand loyalty.
iv.
Ascertain the influence of celebrity endorsement on brand loyalty
1.4
Research Questions
These research questions for the study are as follows:
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i.
What are the roles of celebrities in advertising of products?
ii.
To what extent does celebrity endorsement affect the acceptance of a brand?
iii.
To what extent does celebrity endorsement lead to brand loyalty?
iv.
What are the influence of celebrity endorsement on brand loyalty?
1.5
Significance of Study
At the completion of this study, this research will aid advertising agencies who desire to
use celebrities as endorses on the factors to consider before selecting a celebrity to endorse any
product.
It will help advertisers’ select the right celebrity for the right brand to ensure that the
celebrity connects with the target audience.
Lastly, but not least, it will serve as a reference material for researchers who seek to do
further research on the similar areas of this research.
1.6
Scope of Study
The study is limited to Mass Communication in Auchi Polytechnic, Auchi. This area was
selected because they have knowledge of various products advert that made use of celebrities.
1.7
Limitations of Study
The researcher faced financial constraints as well as getting books and other resources from
scholars on this topic, since the topic is relatively new.
1.8 Operational Definition of Terms
1. Advertising: It is an act or activity of marketing and promotion; promoting, drawing
attention to (generally in order to sell goods or services); act of publicly announcing
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2. Consumer: A consumer is a person or a group who intends to order, or use purchased
goods, products, or services primarily for personal, social, family, household and similar
needs.
3. Endorsement: This is the act of approving of or supporting something or someone
4. Perception: This has to do with the way in which something is regarded, understood, or
interpreted:
5. Public Perception: This refers to organization, identification, and interpretation of sensory
information in order to fabricate a mental representation through the process of
transduction, which sensors in the body transform signals from the environment into
encoded neural signals.
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CHAPTER TWO
LITERATURE REVIEW AND THEORETICAL FRAMEWORK
2.1 Literature Review
2.1.1 The Concept of Advertising
The concept of advertising has changed from these early beginnings to our present world
where advertisements are everywhere. There are various definitions of advertising from various
advertising scholars. According to Arens, (2018) “Advertising is the structured and composed
non-personal communication of information, usually paid for and persuasive in nature about
products (goods, services and ideas) by an identified sponsor through various media”. This
definition shows that advertising is a type of communication that applies verbal, nonverbal
components. These components are framed to fill specific space and time formats determined by
the sponsor. They explain advertising as non-personal because messages are directed to groups of
people rather than to individuals. This definition also points to the fact that advertising is paid for
by sponsors. In other words, companies like Unilever, Coca-Cola pay newspapers, radio stations
to television stations to carry advertisements.
In some cases, the sponsors do not have to pay especially when the messages are for the
good of the society, that is, public service announcements. The definition by Arens et al, explains
that most advertising tilts towards persuading the target audience to purchase the goods or services.
Advertising promotes tangible goods like services rendered by hair stylists, fashion designers,
lawyers and bankers. The advertising messages reach us through a channel of communication
known as medium.
Another scholar, Guinn, (2016) opine that “advertising is a paid mass mediated attempt to
persuade”. They argue that advertising is paid communication. A company that pays for
advertisement is the client or sponsor. They assert that any advertisement message not paid for is
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public service announcement. They ruled out public service announcement as an advertisement
since the messages are offered as information in the public interest. The second point highlights
is that advertising is mass mediated.
This means that advertising is delivered through a
communication medium designed to reach more than one person. They affirm that advertisements
are disseminated through traditional media and other media like the internet.
Advertising from Okwechime (2019) perspective is “any persuasive form of non-personal
dissemination of information about a specific idea, opinion, product or service through an
appropriate medium of mass communication which has been paid for by an identifiable sponsor
for the purpose of convincing the audience to undertake a desired action”. He explains that
advertising is persuasive goal-oriented marketing. He also opines that there is generally no
opportunity for immediate feedback from the receiver except for direct response advertising. The
fact that advertising is paid for means that the advertisers buy the space or airtime for an
advertisement to run.
We do not only have definitions of advertising from scholars but from Associations like
the American Marketing Association who define Advertising as “any paid form of non-personal
presentation and promotion by an identified sponsor” (as cited in Okwechime, 2019). Our own
advertising regulatory body, Advertising Practitioners Council of Nigeria (APCON) defines
advertisement as “communication in the media paid for an identified sponsor and directed at a
target audience with the aim of imparting information about a product, service, idea or opinion”.
The Institute of Practitioners of Advertising of the United Kingdom holds the view that
“Advertising presents the most persuasive selling message to the right prospects for the services
at the lowest possible cost” (as cited in Okwechime, 2019).
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We can infer from these definitions of advertising that it is persuasive in nature; the
messages are targeted at groups not individuals. The advertisement messages often pass through
a medium, usually paid for an identified sponsor.
2.1.2 The Concept of Celebrity Endorsement
Advertisement desire to and attract the attention of potential customers that live in a world
of ever-increasing commercial bombardments. Every day public are exposed to thousands of
voices and images in magazines, newspapers, billboards, websites, radios and television stations.
These have led some people to see advertisements as intrusion in the public’ life. This does not
suggest that people out rightly reject these advertisements, but they eventually become numb or
tend not to remember these advertisements.
In order to overcome these challenges, advertisers want and need their messages to stand
out from the clutter of other advertisements. This has given rise to the use of celebrities in
advertisements. The advertiser can use television stars, movie actors, famous athletes and even
dead personalities to endorse products. The first recorded celebrity endorsement appeared in 1893
with the British actress Lillie Langtry. She endorsed Pear’s soap (Bergstom 2018).
A celebrity according to Freedman, (2019) is a “well known personality who is known to
the public for his or her accomplishments in areas other than the product class endorsed”. Alsamdi
(2016) avers that a celebrity is well known person who likes and enjoys public recognition by
certain groups of people” (Joshi, 2018) opines that “celebrity are people who enjoy public
recognition. Mostly they are experts in their respective fields, having wider influence in public
life and societal domain”. They further that attributes like attractiveness, extraordinary lifestyles
or special skills, larger than life image and demigod status can be associated with them. These
three definitions restricted the definition of celebrity to people in the entertainment world, sport
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figures and models, but the definition by Taleja (2010) opines that apart from actors, actresses,
models sport figures, businessmen like Bill Gates or politicians can also be called celebrities.
We can glean from these definitions that celebrities are famous people who have excelled
or are excelling in their chosen career either as actors, actresses, music artistic, comedians, sport
figures, businessmen and politicians. They are not only admired by the public, but what happens
in their life interest the public since they are in the spotlight. These celebrities opinion are held by
some in the public as the gospel truth. This accounts for the reason why advertisers use them to
endorse their brand.
McCracken (2019) asserts that “celebrity endorsement involves an individual who enjoys
public recognition on behalf of consumer goods by appearing within an advertisement”. In line
with this view by McCracken, Pickton (2015) infers that celebrity endorsement is the use of a wellknown person to promote a company or brand. Advertisers assert that if the idea star is used to
endorse the right brand, it will boost the image of the brand since the celebrity or star is famous
and liked by the public. One way to boost the image of a brand by the celebrity is the use of
billboards. This is the reason why Godbout (2015) asserts that billboards are best and effective
when photos of popular celebrities grace them, there is no need for them to speak, their image did
it and the statement is compelling”. This counts for the reason why Globalcom Limited (Glo)
makes use of spectacular Billboards graced by famous actors, actresses to endorse their brands.
Godbout (2015) further explains that celebrities can be selected when they are at their peak,
meaning, when they have achieved much in their career, for example, Peter Okoye and Paul Okoye
(Rude boy and Mr. P). Celebrities are also used even when they are upcoming actors, actresses
and musicians especially when they are destined for greatness.
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Taleja (2015) states that “advertisers use celebrities to endorse products that have high
price cost margins, large potentials customers and the need to coordinate efforts across different
set of customers”. He wants us to understand that an advertiser may use a celebrity if the brand
has premium price. This buttresses the article written by Nwourah (2019) that Globalcom Limited
(Glo) introduced per second billing so as to get part of the market dominated by MTN and appeal
to the populace. He further explains that Globalcom Limted (Glo) used celebrities to endorse their
brand so as to make it a premium brand and attract elites to use the product. Therefore, when an
advertiser uses a celebrity to endorse a brand with a premium price, it will confer status on the
brand meant for persons who seek prestige or who desire to be like the celebrity. This means that
if the brand is expensive, some people would buy it since it was endorsed by a celebrity. In a
situation where the brand has so many customers and the advertiser wants the advertisement to
have wide appeal among the customers, a celebrity can be used in the advertisement to achieve
this.
Celebrities appear in advertisements as the brand face (Taleja, 2015). When a celebrity is
used as the brand ambassador, it means that the celebrity is the spokesperson for the brand
appearing in a testimonial for the brand benefit, but also a vital part of the brand persona. It helps
to build an emotion which goes beyond just appearing in television commercials according to
Taleja (2015). He further explains that the celebrity is associated with every aspect relating to the
brand. The brand ambassador would be involved in press release, sales promotions.
The brand ambassador is involved in all activities relating to the brand the celebrity is
endorsing.
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Celebrity will support any program that concerns the brand endorsed by the celebrity. We
should not be surprised with Peter Paul Okoye in Globalcom advertisements and still see them
perform at the Globalcom Limited (Glo) Rock and Rule show they are the brands ambassadors.
Another example is the use of Uche Jombo and Desmond Elliot on a billboard advertisement
for Globacom Limited (Glo) and still be compeers for the Glo Rock and Rule show. A celebrity
can also be used as the brand face according to Taleja (2015). This means that the current celebrity
is used as a tool to increase brand recall and is only appearing in the advertisement. It is a
temporary contract.
Another example is the use of the following celebrities like Monalisa Chinda Richards,
Ramsey Nouah and Ini Edo used on the billboards of Globacom Limited (Glo) but they are not
involved in other aspects that relates to the promotion of the brand. Taleja asserts (2015) that
celebrity endorses who are brand faces are easily forgotten and fades away when the campaigns
end. We can therefore conclude that Globacom Limited has brand ambassadors and brand faces
for their various brands. The market effect of celebrity endorsement suggests that public positively
value the use of celebrity endorsements in advertisements.
This explains the reason why
advertisers invest significant money in putting together brands with celebrities as endorse.
In order to understand the process of celebrity endorsement, many researches have been
carried out. These researches range from the field of sociology, consumer behavior, psychology
to psychology. Their findings are of immense interest to advertisers and advertising agencies as
these researches used various models to explain the concept of celebrity endorsements. They are
as follows:
1. Meaning Transfer Model by McCracken
2. Tears Model by Shimp
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3. Source Credibility Model by Hovland
4. Source Attractiveness Model by McQuire
Let us briefly look at what a model means before we explain the various models that clarify
the concept of celebrity endorsement. According to (Duan, 2011) “a model is anything used in a
way to represent anything else. They are used to help us know and understand the subject matter
they represent” Stackburger (2021) avers that a model is “a representation containing the essential
structure of some object of event in the real world”. These models explain the concept of celebrity
endorsement and help us understand what celebrity endorsement actually means.
2.1.2 The Role of Celebrities in Advertising
When a celebrity endorses a product, it establishes emotional connections. It causes the consumer
to consciously and unconsciously associate the product with the celebrity (Hartlet 2013).
Advertisers assert that public try to emulate the celebrity by buying the endorsed product. They
assert that celebrity endorsement give a brand touch of glamour. They hope that a famous face
will provide added appeal and name recognition in a crowded market. This leads to an effective
demand for the brand. Okonkwo (2019) explains that celebrity endorsement could appear in the
following ways:
1. Print advertising in magazine
2. Television advertising
3. Products used in movies and television
4. Programs
5. Photograph of unpaid celebrities using products bearing the endorsed brand called gratis
product placement.
6. Mention of the brand in music
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7. Inviting celebrities to be co-creators in designing products
8. Naming products after celebrities.
9. Encouraging community involvement, an example is the Nollywood Stars who encouraged
people to vote for Jonathan.
10. Outdoor advertising, for example, the use of billboards.
Many advertising scholars have different opinions about the role of celebrities in advertising. They
include the following.
Establishment of Credibility: Approval of a brand by a star fosters a sense of trust for that brand
among the target audience (Bergstom 2018). We can infer that when the target public see that a
famous person endorse a product they reason that if this celebrity says a particular brand will fulfill
a need in the public life, it will actually fulfill that need.
Ensured Attention: Celebrities ensure attention of the target group by breaking the clutter of
advertisement. This makes the advertisement and the brand more noticeable (Choic 2017). This
means that when I see Peter and Paul Okoye in an advert I will pay attention to what they are
saying.
Public Relations Coverage: Advertisers attest that celebrities create high public relations
coverage (Hartley 2013). What Hartley means is that when a company wants too introduce a
brand, they can use a celebrity to help create better understanding between the company and target
public.
Higher Degree of Recall: People tend to link the personalities of celebrity with the brand, thereby
increasing the recall value Bainbridge (2018).
celebrities as endorsers.
Public tend to remember adverts that have
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Associate Benefit: A celebrity’s preference for a brand sends out a persuasive message because
the celebrity is benefitting from the brand, the consumer will also benefit Brainston (2016). We
can deduce from this point that a celebrity who is healthy because of the using a particular product,
the consumer will also be health if the consumer uses the product. For instance, Jide Kosoko
Advertising Yoyo Bitters.
Mitigating a Tarnished Image: A celebrity can be used to redeem the company’s credibility or
image Turner (2014).
Psychographic Connect: Celebrities are loved and adored by their fans. Advertisers use stars to
capitalize on these feelings to influence the fans towards the brand Erdogan (2015).
Demographic Connect: Different stars appeal differently to various demographic segments. For
example, Globacom Limited uses different celebrities to connect with their public. Basket Mouth
appeals to lovers of comedy. Stereoman Ekwe will appeal to people who love his kind of music.
Desmond Elliot will appeal to lovers of Nollywood.
Mass Appeal: Some stars have a universal appeal. It makes it possible to generate interest among
the masses. Since these celebrities are widely known from the roles they play in their movies,
from their musical performance or from their achievements in the society.
Rejuvenating a Stagnant Brand: With the objective of infusing freshness into the stagnant
product.
2.1.3 The Challenges of Using Celebrity In Advertising
Chakraborty (2010) affirms that while designing an advertisement campaign, it is vital to
bear in mind that the overuse of some extremely popular celebrity can confuse the public. It is
stated that the behavior of the celebrity can affect the brand negatively. Therefore, advertisers
should understand that brands should assume a much greater space than the celebrities because
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their association may be temporary but the brands are permanent. In other words, the relationship
between the celebrity and the brand should be seamless.
However, there are various challenges involved in celebrity endorsement according to
(Chakraborty, 2010):
1. Negative Publicity: If the celebrity is strongly associated with the brand, then the
occurrence of the negative publicity can spill over the brand. This harm the trustworthiness
and credibility in the mind or the public. (Chakraborty, 2010).
2. Overshadowing: When celebrity endorser is used, the risk of public focusing on the
celebrity and not on the brand exists. For example, when Pepsi signed Ayodeji Abrahim
Balogun The public focused on these stars than the product. This shows that the consumer
remembers the celebrity instead of the brand.
3. Overe-xposure: This risk arises when the celebrity chooses to endorse several different
products simultaneously which might leave the public confused. When consumer sees a
celebrity endorsing different brands, the consumer feels that since the celebrity cannot be
loyal to a particular brand, why should the consumer, also stay loyal to a particular brand.
Turner (2014).
4. Celebrity Trap: When the celebrity becomes an addiction for the marketing team, the task
to find substitutes become more difficult leading to surfeit of celebrities.
5. Overuse: Sometimes the company can use different celebrities to appeal different market
segment. But multiplicity of endorser might blur the image of the brand and reduce the
effectiveness of the means of persuasion (Chakraborty, 2010).
6. Extinction: The favourable response obtained by a particular brand may weaken overtime
if the brand gets significant exposure without the association of the celebrity. If the
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celebrity contract is a long of time, then it can lead to draining out capital without proper
return.
7. Financial Risk: The decision for hiring an expensive endorser may not always be feasible
if there is poor brand fit.
In other to deal with these challenges, Agrawal (2010) propose a framework to help advertisers
make informed choices in selecting a celebrity for their brand. They affirmed that one can measure
the performance of celebrity endorsement by subscribing to the following principles:
1. Align Celebrity Endorsement with Business Objectives: The attributes of the celebrity
should be intrinsically valuable and aligned with the product. The decision would depend on
its brand positioning and the brand fit with the celebrity if the brand celebrity attribute fit is
slow, then the company should not sign on the celebrity. Since the public are unlikely to
connect between the brand and the celebrity. The recall value is likely to be very low. For
instance, Kate Henshaw Nuttall and Onga Seasoning is a perfect match. (Chakraborty 2010)
2. Measure and Quality Performance: Part of the marketing budget should be allocated to
primary and secondary research to know the overall return on investment. In order to achieve
this, company should have proper metrics in place such as increase in sales, brand awareness
and consumer’ preference.
In order to measure the potential value of hard asserts and association value against their
impact on organization celebrity endorsement (Chakraborty 2010) suggests the following
yardstick:
Incremental Sales: In order to find out the effect of the celebrity on sales, the organization should
perform year to year or quarter to quarter sales comparisons for targeted public, geographic regions
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or specific product lines. Primary research can be carried out to know how the celebrity has
motivated target public to buy.
They suggest that when performing a research, they should ask the respondent the brands
associated with the celebrity. This will assist the organization to discover if any connection
between the brand and celebrity exist. When it is discovered that the use of celebrity led to increase
in sales and brand recognition, the organization can decide to use the celebrity.
Mastrangelo (2016) mentions that the organization should bear the following points in
mind when they seek to use a celebrity to endorse their brand. The company should carefully draft
an agreement to state what kind of media the celebrity’s image will be used in. He also affirms
that the endorser or celebrity should be aware that he or she cannot endorse any other products
competing with the endorsed products during the period of the endorsement. He also asserts that
there should also be a moral clause. This moral clause makes the celebrity aware that any behavior
that will affect the brand in a negative light will make the organization withdrawal the benefits
accrued to the celebrity.
2.2 Theoretical Framework
The theoretical framework for the study is the Source Attractiveness Model. This model of
McGuire (2018) explains that the “Advertising message effectiveness depends on the celebrity’s
familiarity, sympathy and similarity with the public”. Similarity is the degree to which a celebrity
is perceived as having same attitudes, opinions, activities and interests with the consumer. He
explains that familiarity is the extent to which the public feel that they know the celebrity. We can
state that the consumer know the celebrity from watching the celebrity perform as an actor, actress
or musician or from what the consumer read from newspapers. This helps the consumer to know
if the celebrity has a lively personality or the celebrity has charisma.
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McGuire (2019) elucidates that advertisement message is accepted in two ways, that is
identification and conditioning. Identification because when the receiving the target audience the
celebrity because of the celebrity’s attractiveness, transferred to the brand. He further explains
that conxxx occurs when the attractiveness of the source is passed of brand after regular association
of the celebrity with the.
This model aids us to understand that if the celebrity is attractive like Ini Edo and Ramsey
Nouah and endorse the attractiveness the target audience see in this celebrity be passed on to the
brand. More so, because of the attractive of the celebrity, the target audience is moved to accept
celebrity in terms of attitude. A model that helps to clearer picture of the Source Attractiveness
Model is the Model. It is a motivational model of attitude changed proper Heider. According to
Heider (2010) “If a person celebrity and perceives that the celebrity likes a brand person tends to
like the brand more in order to psychological balance”. We can deduce from what Heider that is
an individual likes a celebrity who endorses a brand individual transfers the likeness he or she for
the celebrity brand. This means that if I like Ini Edo very much, when I see her endorse a brand,
I will transfer the likeness I feel for her to the brand in order to feel closer to her.
McCracken (2018) faults the Source Attractiveness Model. Since these models did not
take into consideration adequate distinction between celebrities; since celebrities who are
relatively similar in their credibility and attractiveness can produce various effects. He further
explains that the Models did not show in detail the match – up between celebrity and specific
product or product category. He criticized these models because they did not show how to match
a brand with a celebrity. In other words, the right celebrity should endorse the right brand.
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CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research Design
This part of the study highlights the kinds of data and the source of data used for this study.
The survey method of research was adopted for this study. Survey is an investigation of the
behavior, opinion or other manifestations of a group of people by questioning them. Survey may
involve all or some of the aforementioned and consequently the associated concepts of population
and sampling.
Again, survey research is a very vital method for collecting data for the purpose of
describing a population that is too large to be observed directly, through a careful sampling and
construction of a standardized questionnaire. It therefore becomes possible to gather data from a
group of respondents whose characteristics may be taken as being representative of those of the
larger population. Survey is useful in the measurement of public opinion, attitudes and orientations
which are dominant among a large population at a particular period. The above assertion indicates
that, surveys are highly useful in the field of social/behavioural sciences and indeed in any area
where the investigation revolves on human action(s).
Survey research is not characterized by manipulations and controls that dominate
experimental studies. Populations involved in surveys are often large. Surveys have several
advantages as they can be used to investigate problems in a realistic situation. They append also
that the behavioural patterns of people can be better examined where they are happening, rather
than in a laboratory or screening room under-artificial conditions.
3.2 Population of the Study
The population of the study is as is attained from Management Information System (MIS),
Auchi Polytechnic, Auchi.. The population of the student of Auchi Polytechnic, Auchi, 2024/2025
academic session is 8000 students as retrieved from Auchi Polytechnic MIS. Therefore, the
population of the study is 8000.
3.3
Sample Size
Given the nature and size of the population, a sample of 400 respondents was selected for
the study. The limitation of the respondents was to ensure that the sample is manageable size
bearing in mind factors such as, time and the financial resources at the researcher’s disposal. Again
Wimmer and Dominick (2005 p. 96) concur to the above reason stating that the size of the sample
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required for a study depends on at least one or more of the following seven factors; project type,
project purpose, project complexity, amount of errors tolerated and time constraints. Others are
financial constraints and previous research in the area.
Taro Yamane (1967) provides a simplification formula to calculate sample sizes. This
formula would be used to calculate the sample sizes in Chapter Four and is shown below. 95%
confidence level and is E=0.05 are assumed for the equation.
n= N
1 + N (e) 2
Where n= the sample size
N= the population size and
E = is the level of precision.
Hence, using the population size = 8000 and e = 0.05
n=
N
1 + N (e) 2
=
8000
1 + 8000 (0.05)2
=
8000
=
2108
1+ 8000 (0.0025)
8001 (0.0025)
= 8000
= 400
20.0025
n= 400
Therefore, out of the total population of 8000 only 400 of the population will be
administered questionnaire.
3.4 Sampling Procedure
The purposive sampling technique was used for this study. This sampling technique was
selected because it gives the researcher the opportunity to select members of the population with
specific characteristics that meet the objectives of the study. These characteristics include ability
to use internet, knowledge of news reporting, awareness of issues of corruption among others
which prove valuable to the study. Also, the purposive sampling technique is a sampling technique
which according to Ojo (2019), saves times, and money which in this researcher are limited to the
researcher. Using the purposive sampling technique, a sample of 400 respondent were selected
from the total population of 8000
22
3.5 Instrument for Data Collection
The research work was essentially a descriptive work meant to describe, explore and explain the
perception of audience on the use of celebrity in telecommunication advertisement.
To this end, the essential instrument in the research is the questionnaire. The copies of the
questionnaire contain close ended questions and it is made up of two parts, A and B with fifteen
questions. It was distributed randomly. The questionnaire was drawn to elicit the views of the
audience.
Part A, contained item on the demographics of the respondents while part B items answered
the research questions posed by the study.
The questionnaire used for this study was thoroughly scrutinized by the supervisor to ensure its
clarity relevance and comprehension.
The instruments were tested among student of Mass Communication in Auchi Polytechnic,
Auchi which is also within the population of the study before they were distributed.
3.6 Validity of the Instrument
The research instrument was validated by the research supervisor who also vetted the items
in the instrument critically.
In addition, the items that were contained in the instrument were as much as possible
coherent, sequential, comprehensive, and therefore capable of testing what the study was set out
to test.
Similarly, the research instrument used was also validated as the data contained therein
included not only the psychographic variables but took into cognizance, other variables such as
sex, age, marital status and working experience.
3.7 Reliability of the Instrument
The research instrument used in this study was reliable because the researcher first of all
embarked on a pre-test exercise among student of Mass Communication, HNDII, Auchi
Polytechnic, Auchi, to ascertain the effectiveness and reliability of the instrument. The purpose of
this pilot test was to ensure that the questionnaire will provide the desired outcome.
23
In the same vein, the records and reports as well as the raw data for this study were also
considered reliable because they were gotten from authoritative sources which include theorist
such as Dennis McQuail, Wimmer and Dominick and Babatunde Folarin, scholars like Stanley
Baran, Severin and Tankard as well as many other renowned mass communication and media
scholars
3.8 Method of Data Collection
Data was collected by use of structured questionnaire. The questionnaire was designed to
ask respondents to tick only the options that best agreed with the survey questions asked as well
as indicating their opinions in writing where necessary. The questionnaire for the study consisted
of both closed and open-ended questions.
Research assistants were employed for the purpose of this research. This was to enable the
researcher cover the six retail outlet under survey, which incidentally are in different states.
3.9 Method of Data Analysis
In this study, data collected were analysed using the simple percentages analysis and were
presented with the aid of tables. The simple percentage data analysis was adopted to enable the
researcher to fully explore and explain the data that were collected and collated from the
questionnaire without the use of complex mathematical models, which are generally not easy to
grasp.
Below, is the formula for calculating simple percentage which was used.
Actual Response
100 percentage
x
Total Sample Size
1
Where actual response = number of respondents. Total sample size = total number of
respondents.
The data were measured in terms of the frequency and percentage distribution of the
different categories of variables that were displayed in the tables.
24
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.0. Preamble
This chapter deals with the statistical analysis of data collected and presentation based on
the findings as well as interpretation of data in order to achieve the earlier mentioned objectives of
the study.
During the course of this research, 384 copies of questionnaires were printed and
distributed to the respondents. Out of the 384 copies of questionnaires that were administered to
the respondents, 4 copies were wrongly filled and 380 copies were returned. Therefore, the data
collected is shown in the tables below;
4.1. Data Analysis of Respondent Biodata
Table 1: Gender of the Respondents
Responses
Frequency
Percentage (%)
Male
217
57
Female
I63
43
Total
380
100
(Source: Field Survey, 2024)
On Table 1 above, 217 respondents (57%) are males while 163 respondents (43%) are
females.
Table 2: Age Range
Responses
Frequency
Percentage (%)
18-25
111
29
26-45
200
53
46 and above
69
18
Total
380
100
(Source: Field Survey, 2024)
On Table 2, it is shown that 111 respondents (29%) are between the ages of 18-25 while
200 respondents (53%) are between the ages of 26-45 and 69 respondents (18%) are between the
ages of 46 and above.
Table 3: Marital Status
Responses
Married
Single
Total
(Source: Field Survey, 2024)
Frequency
179
201
380
Percentage (%)
47
53
100
On Table 3, only 179 respondents (47%) are married while 201 respondents (53%) are
single.
25
Table 4: Educational Qualification
Responses
Frequency
Percentage (%)
FLSC/SSCE
17
4
OND/NCE
130
34
HND/BSC
209
55
Others
24
7
Total
380
100
(Source: Field Survey, 2024)
On Table 4, only 17 respondents (4%) had FLSC/SSCE while 130 respondents (34%)
possess OND/NCE, 209 respondents (55%) had HND/BSC and 24 respondents (7%) holds other
degrees.
Table 5: Occupation of Respondents
Responses
Frequency
Private Employees
109
Civil Servants
217
Self Employed
54
Total
380
(Source: Field Survey, 2024)
Percentage (%)
29
57
14
100
On Table 5, it is evident that 109 respondents (29%) are private employees while 217
respondents (57%) are civil servants and only 54 respondents (14%) are self-employed.
4.2. Presentation and Analysis of Psychographic Data Collected
Table 6: Do celebrities play specific role in advertising
Responses
Frequency
Percentage (%)
Strongly agree
295
78
Agree
00
00
Undecided
00
00
Disagree
85
22
Strongly Disagree
00
00
Total
380
100
(Source: Field Survey, 2024)
The data on Table 6 shows that 295 respondents (78%) which constitute majority of the
respondents are agree while only 85 respondents (22) are not
26
Table 7: Which of the following are the roles of celebrity in advertising?
Responses
Frequency
Percentage (%)
They create awareness
76
20
They
promote
product 219
58
availability
They give brand awareness
85
22
Others
00
00
No Response
00
00
Total
380
100
(Source: Field Survey, 2024)
The data on Table 7 indicates that 76 respondents (20%) said they create awareness, 219
respondents (58%) said they said they promote product while 85 respondents (22%) say they give
brand awareness
Table 8: Does celebrity endorsement affect product margin?
Responses
Frequency
Percentage (%)
Strongly agree
197
52
Agree
00
00
Undecided
00
00
Disagree
183
48
Strongly Disagree
00
00
Total
380
100
(Source: Field Survey, 2024)
The data on Table 8 shows that 197 respondents (52%) which constitute majority of the
respondents answered in the affirmative that celebrity endorsement affect product margin while
183 respondents (48%) answered in the negative.
Table 9: To what extent does celebrity endorsement affect the acceptance of a brand
Responses
Frequency
Percentage (%)
To large extent
190
50
To a very large extent
126
33
To a low extent
64
17
To a very low extent
00
00
No response
00
00
Total
380
100
(Source: Field Survey, 2024)
The data on Table 9 shows that 190 respondents (50%) say to a large extent; 126
respondents (33%) says to a very large extent; while 64 respondents (17%) says to a low exent.
27
Table 10: Does celebrity endorsement lead to brand loyalty
Responses
Frequency
Strongly agree
347
Agree
00
Undecided
00
Disagree
33
Strongly Disagree
00
Total
380
(Source: Field Survey, 2024)
Percentage (%)
91
00
00
009
00
100
The data on Table 10 reveals that 347 respondents (91%) agree that celebrities endorsement
increase profit margin while 33 respondents (9%) answered in the negative.
Table 11: To what extent does celebrity endorsement lead to brand loyalty
Responses
Frequency
Percentage (%)
To large extent
215
57
To a very large extent
152
40
To a low extent
13
3
To a very low extent
00
00
No response
00
00
TOTAL
380
100
(Source: Field Survey, 2024)
The data on Table 11 reveals that 215 respondents (57%) which constitute majority of the
respondents said to a large extent; 152 respondents (40%) said to a very large extent while 13
respondents (3%) said to a very low extent.
Table 12: Are there negative influence of celebrity endorsement on brand loyalty
Responses
Frequency
Percentage (%)
Strongly agree
216
57
Agree
00
00
Undecided
00
00
Disagree
163
43
Strongly Disagree
00
00
Total
380
100
(Source: Field Survey, 2024)
The data on Table 12 shows that 216 respondents (57%) which constitute majority of the
respondents answered in the affirmative that there are negative influence of celebrity endorsement
on brand loyalty while 164 respondents (43%) answered in the negative.
28
Table 13: How do you think celebrity endorsement influence brand loyalty?
Responses
Frequency
Percentage (%)
It creates unnecessary debate 270
71
of the product
It causes audience to doubt 93
24
authenticity of product
It increases product price
17
5
Others
00
00
No response
00
00
Total
380
100
(Source: Field Survey, 2024)
The data on Table 13 shows that 270 respondents (71%) said that It create unnecessary
debate of the product while 93 respondents (24%) said It causes audience to doubt authenticity of
product and 17 respondents (5%) which constitute it increases product price
4.2 Discussion of Findings
The above tables are hereby analyzed based on the research questions:
Research Question one: What are the roles of celebrities in advertising?
To elicit responses to the research question, tables 6 and 7were used
The data on Table 6 shows that 295 respondents (78%) which constitute majority of the
respondents are agree while only 85 respondents (22) are not. This implies that most of the
respondent agree that celebrities play significant role in advertising.
The data on Table 7 indicates that 76 respondents (20%) said they create awareness, 219
respondents (58%) said they said they promote product while 85 respondents (22%) say they give
brand awareness. From the table, we see that the role played mostly by celebrities in advertising
is creating awareness.
The above was supported by Mukherjee, (2009) that the use of celebrities in the
advertisement any product or services is considered to be very effective and gives advertisers the
desired patronage for their product or services. Celebrities in advertising greatly improves on a
product acceptability and purchase. It helps product and services to enter the market easily. Even
product and services of the telecommunication industry rely on advertisement and mostly using
celebrities
29
Research Question two: To what extent does celebrity endorsement affect the acceptance of
a brand
To elicit responses to the research question, table 8 and 9 were used.
The data on Table 8 shows that 197 respondents (52%) which constitute majority of the
respondents answered in the affirmative that celebrity endorsement affect product margin while
183 respondents (48%) answered in the negative. The above implies that celebrity endorsement
affect product acceptance
The data on Table 9 shows that 190 respondents (50%) say to a large extent; 126
respondents (33%) says to a very large extent; while 64 respondents (17%) says to a low extent.
The above shows that the rate at which celebrity endorsement affect a product is to a large extent
The above responses are further supported by Kumar, (2012) that advertising is a form of
communication used to promote products and services of a company primarily to generate sales
and secondly to create a brand identity, introduce new products and services, communicating a
change in the existing product line. It also helps in communicating social messages to the masses
Advertising is one of the major tools companies use to direct persuasive communications to target
buyers and publics. The spenders include not only business firms but museums, professionals and
social organizations that advertised their causes to various target public. Today, advertising is a
multi-billion industry, employing hundreds of thousands of people and affecting billions of
people’s lives worldwide. Yet, seeing as advertising clutter has increased tremendously and is
more intense than ever, it is vital that companies differentiate themselves from competitors by
creating even more powerful, entertaining and innovative advertising messages, as well as
sponsoring different events (Narty, 2010).
30
Research Question three: To what extent does celebrity endorsement lead to brand loyalty?
To elicit responses to the research question table 10 and 11 were used.
The data on Table 10 reveals that 347 respondents (91%) agree that celebrities endorsement
increase profit margin while 33 respondents (9%) answered in the negative. The above shows
that celebrity endorsement leads to brand loyalty
The data on Table 11 reveals that 215 respondents (57%) which constitute majority of the
respondents said to a large extent; 152 respondents (40%) said to a very large extent while 13
respondents (3%) said to a very low extent. With the above, celebrity endorsement to a large extent
improves customer loyalty to brand.
According to Daniel & Mambu, (2017) celebrity advertising has been one of the presentday competitive approaches in retaining and wining prospective subscribers in Nigeria
telecommunication market telecommunication sector, the promotion offers via this advertising
platforms arrays from minutes, days, weekly, monthly, bi-annually and yearly subscription basis.
It however includes; local and international voice calls, data bundles, cash prizes and many other
materials rewards. Celebrity advertising has full-fledged substantially in recent years within the
global and local telecommunication industries for the apparent fact that companies feel celebrity
advertising is inducement and plays an important role in the consumer decision making process
and loyalty to the network.
Research Question four: What are the influence of celebrity endorsement on brand loyalty?
To elicit responses to the research question, table 12 and 13 were used
The data on Table 12 shows that 216 respondents (57%) which constitute majority of the
respondents answered in the affirmative that there is influence of celebrity endorsement on brand
loyalty while 164 respondents (43%) answered in the negative. This shows that brand loyalty is
greatly influenced by brand loyalty
31
The data on Table 13 shows that 270 respondents (71%) said that it creates debate of the
product while 93 respondents (24%) said It causes audience to doubt authenticity of product and
17 respondents (5%) which constitute it increases product price. The above shows that the
influence of celebrity on a product is both positive and negative. Most of the respondent agree that
the influence of brand is that it increase the debate about the product among consumers
According to Young (2020), celebrities may be resented for their accolades, and the public
may have a love/hate relationship with celebrities. Due to the high visibility of celebrities' private
lives, their successes and shortcomings are often made very public. Celebrities are alternately
portrayed as glowing examples of perfection, when they garner awards, or as decadent or immoral
if they become associated with a scandal. When seen in a positive light, celebrities are frequently
portrayed as possessing skills and abilities beyond average people; for example, celebrity actors
are routinely celebrated for acquiring new skills necessary for filming a role within a very brief
time, and to a level that amazes the professionals who train them. Similarly, some celebrities with
very little formal education can sometimes be portrayed as experts on complicated issues. Some
celebrities have been very vocal about their political views
32
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1
Summary
Advertisements are vital not only to the client but to the public as well. It helps to inform
people about new products, where to get them at affordable price. In recent times however, some
public feel that ads are intrusion in their daily lives. This has resulted in advertisers adopting
celebrity endorsement as one of their creative advertising techniques.
The benefits of celebrity endorsement cannot be overemphasized. Famous persons are
recognized for performing their roles either as actors, actresses, musicians, comedians,
businessmen and politicians. These famous persons or celebrities are in the public eye, spotlight
is always shining on them. The public follows every new development either in their personal
lives or in their careers. Advertisers bank on the fact that these famous persons or celebrities
command attention wherever they go. As a result, advertisers use these celebrities to endorse a
product or a brand. The likeness of these famous persons, rub off on the ads this eventually leads
the target consumer to recall the ads.
Celebrity endorsement guarantees that the target public will believe the message in the ads,
it can be said that celebrity endorsement is an ace in the advertisers’ pack of cards, since it boosts
the image of the brand. It can confer status on the brand depending on the celebrity who endorses
the brand.
However, celebrity endorsement involves certain challenges like, the target public might
believe the ads but they do not believe that the celebrity actually uses the product. The choice of
celebrity in some case, do not match the product the product the celebrity is endorsing. For
example, Nkem Owoh endorsed Harpric Toilet Cleaner. An advertiser who thinks he can use
33
celebrities to convince the target public to patronize a product, especially when the product is not
of high quality will surely hit the rocks.
It is ascertained that celebrity endorsement commands the attention of the target consumer
but does not lead to brand loyalty. The celebrity can be involved in a scandal which can tarnish
the image of the product the celebrity has endorsed celebrity endorsement is capital intensive; this
can be challenge for a new company.
5.2
Conclusion
This study reveals that an advertiser can use a celebrity to endorse a product that has
premium price so as to confer status on the brand, as a brand meant for people who seek prestige.
Celebrity is used by the advertiser when the advertiser desires the product to have wide appeal. It
explained the difference between a brand ambassador and a brand face. This work has lent
credence to what that celebrity endorsement increases credibility for the ads messages. An
advertiser, who uses a celebrity to endorse a product, should not rest on his oars but should carry
out research to ascertain that the celebrity does not overshadow the product.
Celebrity
endorsement can increase the reputation of a brand unlike a product that is not endorsed by a
celebrity.
Celebrity endorsement should be used by the advertiser to ensure that the ads messages
command the attention of the target customers. It enhances credibility as well as recall of the ads
messages by the target customers.
5.3
RECOMMENDATIONS
Based on the findings garnered from the study, the following recommendations are proffered:
1. Telecommunication businesses should ensure that the brand deliver its promises to the
target public. They should put the satisfaction of the target consumer foremost in mind.
34
In other words, service quality should come first before celebrity endorsement. Globacom
limited should aim at providing quality services to satisfy the consumer, since this will lead
to brand loyalty not celebrity endorsement.
2. Celebrity endorsement in capital intensive, advertisers should decide when to use a
celebrity as an endorse in order to maximize profit.
3. It is true that celebrities in telecommunication helps ads subscribe to subscribe to the
services they provide since it is a telecommunication company.
However, it is of
importance that the business chooses the right celebrity to endorse the right product in order
to increase the credibility of the ads message.
4. The choice of celebrity should be one that will not get involved in any scandal, since it will
affect the product negatively.
5.4 Limitation of the Study
The study is limited in scope to public perception of the use of celebrity for promoting and
acceptance of telecommunication services.
The study is a limited by finances, as there are no enough money to sort for materials that
will improve on the findings of the study
5.5 Contribution to Knowledge
The findings of the study will increase on the knowledge of the significance and importance
of celebrity in the telecommunication industry.
5.6 Suggestion for further Studies
The study suggest that study should be carried on factors that determine audience
acceptance of celebrity endorsed product
35
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37
Appendix I
Department of Mass Communication
School of ICT
Auchi Polytechnic, Auchi
Dear Respondent,
Request for Response to Questionnaire
I am Adeoye Vivian Omomegho writing a project on Public Perception of the Use of Celebrity for
Promoting and Acceptance of Telecommunication Services. As part of the requirements for the award
of Higher National Diploma (HND) in Mass Communication Auchi Polytechnic, Auchi.
I, therefore, humbly appeal for your maximum cooperation to respond and complete the
questionnaire attached for this purpose. This research is purely for academic purpose and I promise to
treat all responses with utmost confidentiality.
I appreciate and anticipate your cooperation.
Yours faithfully,
ADEOYE VIVIAN OMOMEGHO
38
Appendix II
Please tick once inside the box provided where it is necessary
SECTION A; DEMOGRAPHIC DATA
1.
Sex
a)
Male
b)
Female
[
]
[
[
]
]
[
[
[
]
]
]
Occupation Status of respondent
a)
Student
b)
Apprentice
c)
Self Employed/Entrepreneurs
[
[
[
]
]
]
SECTION B: PSYCHOGRAPHIC QUESTIONS
4. Do celebrities play specific role in advertising
a)
Strongly Agree
b)
Undecide
c)
Strongly Disagree
d)
Disagree
[
[
[
[
]
]
]
]
[
[
[
[
[
]
]
]
]
]
2.
3.
Age
a)
b)
c)
18-23years
24-29years
30-35years
5. What possible role do you think celebrity play in advertising ?
a) They create awareness
b) They promote product availability
c) They give brand awareness
d) Others
e) No Response
6. Do you patronize a brand because of the celebrity that endorse?
a) Strongly Agree
b) Undecide
c) Strongly Disagree
d) Disagree
[
[
[
[
]
]
]
]
39
7.
Does a celebrity endorsement give credence to a brand?
a) To large extent
b) To a very large extent
c) To a low extent
d) To a very low extent
e) No response
[
[
[
[
[
]
]
]
]
]
8. Does celebrity endorsement lead to brand loyalty
a) Strongly agree
b) Agree
c) Undecided
d) Disagree
e) Strongly Disagree
[
[
[
[
[
]
]
]
]
9. Does the celebrity endorsement lead to brand loyalty
a) To large extent
b) To a very large extent
c) To a low extent
d) To a very low extent
e) No response
[
[
[
[
[
]
]
]
]
]
[
[
[
[
]
]
]
]
10. Do celebrity endorsement influence brand loyalty
a) Strongly Agree
b) Undecide
c) Strongly Disagree
d) Disagree
11. How do you think celebrity endorsement influence brand loyalty?
a) It creates unnecessary debate of the product
[
]
b) It causes audience to doubt authenticity of product
[
]
c) It increases product price
[
]
d) Others
[
]
e) No response
[
]
]