NDLI: Factors Determining the Effectiveness of Celebrity Endorsed Advertisements: The Case of Nigerian Telecommunication Industry

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Factors Determining the Effectiveness of Celebrity Endorsed Advertisements: The Case of Nigerian Telecommunication Industry

Content Provider	Semantic Scholar
Author	Ibok, Nkanikpo Ibok
Copyright Year	2013
Abstract	Celebrity endorsement in product advertisements has acquired increasing importance in recent years within the Nigerian telecommunication industry where they are regarded as significant components of almost all advertisements. However, their effectiveness has not been sufficiently measured from the consumer's perspective. This study empirically examines factors which are critical to celebrities' effectiveness within the context of the Nigerian telecommunication industry. A survey of 120 consumers was conducted and the results indicated that perceived expertise and credibility were the two most important factors determining celebrities' effectiveness. Other factors were trustworthiness and attractiveness. Based on these results, we concluded that celebrity's public image should be taken very seriously when adopting celebrities in product advertisement. The study concludes with an agenda for future research. Normal 0 false false false EN-US X-NONE AR-SA /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; text-align:justify; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;}
Starting Page	233
Ending Page	238
Page Count	6
File Format	PDF HTM / HTML
DOI	10.11634/216796061706394
Volume Number	2
Alternate Webpage(s)	http://worldscholars.org/index.php/ajbm/article/download/394/pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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