Roseline Oluwatobiloba AKINRUTAN2024-05-242024-05-242022-12Kate TurabianM.Schttps://repository.lcu.edu.ng/handle/123456789/370It is posited that the most effective medium of representing a product’s advantage in term of promotion is that of television and outdoor media such as billboards, electronic boards and decorated moving devices such moving vehicles that are fully decorated. This is simply because of the ability of the medium to attain the level of commitment and conviction that no other medium has been able to demonstrate with the use of visuals and sound. Therefore, this study examines media use, celebrity endorsement and promotion of MTN products in Ibadan, Nigeria, Behavioural Theory and Acculturation Theory were used to support the study. The design adopted for this study is the Mix research method, using both the qualitative and quantitative research methods. For the quantitative research method, the study made use of the customers’ questionnaire as instrument for collection of data while the qualitative Key Personality Interview and informant interview guides were used. The findings shows that the deliberate use of the celebrity endorsers is premised on the need to relate with people who are ardent fans of the endorser in order to gains support for the company’s products. It is important to note that the celebrities are benchmarks for attitudes and behaviour especially among the youths who constitute the majority of the customers of MTN Nigeria. The study recommended that the active participation of the customers in the choice of their celebrity endorser since the practice is targeted at their support and patronage. This recommendation is hinged on the continued support of the customers even in the face of negative unforeseen circumstances. Keywords: media use, celebrity endorsement, product promotion, ardent fans, celebrity endorsers Word Count: 261enThesis