| dc.creator |
Kajojo, Chanda |
|
| dc.date |
2020-11-09T05:59:40Z |
|
| dc.date |
2020-11-09T05:59:40Z |
|
| dc.date |
2020 |
|
| dc.date.accessioned |
2021-05-05T08:08:42Z |
|
| dc.date.available |
2021-05-05T08:08:42Z |
|
| dc.identifier |
APA |
|
| dc.identifier |
http://hdl.handle.net/11192/4456 |
|
| dc.identifier.uri |
http://hdl.handle.net/11192/4456 |
|
| dc.description |
A Dissertation Submitted in Partial Fulfilment of the Requirements for Award
of the Masters Degree of Business Administration in Corporate Management |
|
| dc.description |
Recently, celebrity endorsement and advertising have emerged as amarketing
strategy. Success of this approach in developed countries has been consistently used
as evidence that the strategy can produce similar results in developing countries. As a
result of this, celebrity endorsement and adverting are now being promoted as a
marketing tool to improve sales in organizations in developing countries.
This dissertation sought to understand the impact and factors influencing the use of
celebrity endorsement and advertising as a strategy to enhance sales, using the
telecommunication industry as a case study. The study first determined the factors
which motivate companies to use celebrity endorsement and advertising as a
marketing strategy. The second part explored factors companies consider when
choosing celebrity for the company adverts. The last part examined to what extent
celebrity endorsement and advertising has been effective in promoting sales in
telecommunication industry.
The study adopted descriptive research designs. Data were collected using
questionnaires and interviews. Sample size of 60 respondents was used. Probability
sampling method was used to select the sample. Data obtained in questionnaire was
analyzed using SPSS and presented through tables and graphs
The results show that telecommunication companies use celebrities in advertising
their products at a large extent and they were motivated to use celebrities in order to
increase sale.
The study recommends that care has to be taken to scrutinize a celebrity‘s life style
and his or her social popularity before endorsement so that it will keep the company
away from any bad image or scandals that could have terrible effect on the product |
|
| dc.language |
en |
|
| dc.publisher |
Mzumbe University |
|
| dc.subject |
Celebrity endorsement and advertising |
|
| dc.subject |
Marketing strategy |
|
| dc.title |
Enhancing Sales in Telecommunication Industry Through Celebrity Endorsement and Advertising: Impact and Influencing Factors |
|
| dc.type |
Thesis |
|