Influence Of Celebrity Endorsement On The Patronage Of Selected Mobile Service Providers In Abia State

ABSTRACT

The practice of celebrity endorsement. has proliferated overtime. Nowadays it has become a multi-million industry. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sale and extend their market shares. The object of . this paper therefore is to explore. the impact of celebrity endorsement on the patronage of mobile service providers in Abia State. The paper begins with a review of existing literature on celebrity endorsements, which provide in-depth insight into the. subject. A qualitative enquiry approach was adopted to investigate the perceptions of the consumer, attributes and its subsequent impact on purchase intentions. Data was collected with a structured questionnaire and analyzed using the data analysis. It was proven that consumers find celebrity endorsement more attractive and influential as endorsement positively impact the purchase intentions of mobile service providers.