Influence of Celebrity Endorsement on Consumer Purchase Intentions Case of Tigo Tanzania – (youth people at Universities) Nyamagana in Mwanza city
Abstract
Description
In Tanzania and other many countries, business and companies are using celebrity endorsement
to convey their brand message and even trying to win the aggressive competition. The overall
objective of this study was to assess the influence of celebrity endorsement on consumer
purchase intention, The study also aimed at identifying the image that the celebrity portrays to its
consumers in terms of product fit match between the product and the celebrity, to determine the
transfer meaning by endorsers and how they influence purchase intention, and; lastly to identify
the key factors of celebrity endorsement that can influence consumers purchase intention.
The study surveyed 167 university students out of 205 students, using self-administered
questionnaires and also interview was carried out with a selected number of 10 university
student, data was analysed using descriptive statistics with the use of SPSS and presented as pie
charts and frequency distribution tables.
The findings of the study suggest that, celebrity endorsement adverts are perceived to be more
attractive than non-celebrity endorsed adverts. Celebrities' attributes in adverts influences
youths’ consumer purchase decisions and expertise, trustworthiness likeability and sense of
similarity have the greatest influence on consumers purchase intention more than other attributes.
Television and social media are the most influential media to convey celebrity endorsed
advertisements. The study found out that most of youth are more influenced to buy products that
they did not think of buying before all because they have been endorsed by the most liked
celebrity or their favourite celebrities. The study concluded that celebrity endorsement is one of
the most influential tools of advertising a certain business in order to find market of particular
goods and services, but still the celebrity with no criteria’s listed in the above may lead to
damage of a brand.
Keywords
Consumer Purchase Influence of celebrity