Department of Mass Communication & Media Studies

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Browsing Department of Mass Communication & Media Studies by Subject "Advertisement"

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    Influence of Celebrity Endorsement Advertisement on Brand Patronage of Infinix Smartphones among undergraduates of Lead City University, Ibadan
    (Lead City University, Ibadan, 2024-12) Temitope Oluwaseun AKOSILE
    Celebrities, due to their widespread recognition and influence, can enhance a brand's image, increase its perceived value, and drive higher sales and customer engagement. This phenomenon is rooted in the psychological impact celebrities have on their followers, who often aspire to emulate their idols. The study examined the influence of celebrity endorsement advertisement on brand patronage of Infinix Smartphones among undergraduates of Lead City University. The social identity theory and source credibility theory provided the theoretical framework for the study. Descriptive survey research design was adopted, and 388 respondents were randomly selected as sample. A self-structured questionnaire was used to gather data. The collected data were analyzed using descriptive and inferential statistics. The results obtained revealed that the majority (61.9%) of the respondents frequently used WhatsApp. The study revealed that the negative publicity about a celebrity could harm their perception of the brand, and a mismatch between a celebrity's image and the Infinix brand could reduce their interest. It was also revealed that the majority of respondents believe that celebrity endorsements positively impact their confidence in the Infinix brand, particularly when the endorsements come from credible and reputable figures. Findings further revealed that the majority of respondents agree that celebrity endorsements have a strong influence on their decision to purchase Infinix smartphones. The findings also reveal a strong and significant positive relationship between celebrity endorsement advertisements and brand patronage of Infinix. It was also revealed that the majority of respondents believe that celebrity endorsements positively impact their confidence in the Infinix brand, particularly when the endorsements come from credible and reputable figures. The study recommends that Infinix should carefully select credible and reputable celebrities for their endorsement campaigns to strengthen consumer trust and loyalty while ensuring that the celebrity's image aligns with the brand's values. Keywords: Brand Patronage, Celebrity endorsement, Advertisement, Infinix Smartphones, Celebrity Word Count: 295