To browse Academia. This study examined the effect of celebrity endorsement on consumer buying behavior: a study of Globacom Nigeria. To ascertain whether celebrity endorsements is a worthwhile venture. The study tested among others the hypothesis that if celebrity endorsement is a worthwhile venture. A descriptive survey research design was adopted for this study. Questionnaire was the major instrument used to collect data for the study.
The result of the pilot study indicates a low level of internal consistency amongfour 4 constructs: celebrity endorsement 0. The study used random sampling technique in selecting the respondents and a sample of 80 respondents were used which comprised 80 Globacom Nigeria limited subscribers in Faculty of Management Sciences. The Linear Regression method was used for analysing the data and the entire hypotheses were tested at five percent level of significance.
The study found out that celebrity endorsement influenced customer consumer buying. The study also reveals that celebrity endorsement cannot be relied upon as a worthwhile venture by the organization under investigation. It further shows that effective use of celebrity promote sales than non-celebrity.
The study therefore recommends that care should be taken when using a celebrity to endorse products, in order not to get a negative outcome. Management should therefore get to know what entices consumers in celebrities and what factors make their consumers hate or like a celebrity.
The study also recommends that management should not overlook other important strategies, even as they work to get the best out of celebrity endorsement.
