STUDENTS’ PERCEPTION OF THE USE OF CELEBRITY ENDORSEMENT FOR THE ADVERTISEMENT OF SMART PHONES.

ABSTRACT

The main purpose of this study was to know students’ perception of the use of celebrity endorsement for the advertisement of smart phones. The study was to address five researchers’ objectives. The study was anchored on two theories which are the source credibility theory and cumulative effect theory. Survey research method was adopted in this study. The population of this study comprises of Mass communication students of the University Of Benin. A closed ended questionnaire was used as primary instrument of data collection of this study.  From the field survey and analysis of result, the following findings were made; that advertisers lay more emphasis on celebrity endorsement over product quality, celebrity endorsement promote impulse buying, celebrity endorsement enhance brand visibility, celebrity scandal can cause damage to brand image amongst others. This study gave out recommendations which are; advertisers should lay more emphasis on improving the quality of products over celebrity endorsement, advertising practitioner council of Nigeria (APCON) should enact enabling laws that regulate the use of celebrity endorsement. The study also recommended that advertisers should avoid using celebrities with track records of scandals to endorse their products.