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Media and Communication Review (MCR) is a bi-annual, online and off-line Journal of Lagos State University, Faculty of Communication ad Media Studies

(LASUSOC), Lagos, Nigeria. MCR is a pee... Read More

Open Access | Communications | First published November 18, 2023

Adoption Process and Problems of Educational Texts in Ibadan Metropolis

Matthew Oni

Corresponding Author: Matthew Oni

Volume: 7 | Issue No: 2

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Open Access | Communications | First published May 22, 2024

Message Understanding and Responses of Mass Media Audience to Monkeypox Disease Message in Ibadan North Local Government

Adenike Okeya-Olayinka

Corresponding Author: Adenike Okeya-Olayinka

Volume: 7 | Issue No: 2

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Open Access | Communications | First published November 17, 2023

Influence of Celebrity Endorsement on Consumer Patronage of Globacom Services Among University Undergraduates

Cornelius Ojo

Corresponding Author: Cornelius Ojo

Volume: 7 | Issue No: 2

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Abstract

Celebrity endorsement is a practice in marketing communication whereby popular personalities are employed to promote sales of goods and services, increase brands’ visibility and contribute to the bottom-line. This study, premised on Source Credibility Model was carried out to ascertain whether celebrity endorsement of products/services influence consumer patronage, using Nigeria’s second largest telecom company – Globacom Limited’s services among the students of Ajayi Crowther University, Oyo, Nigeria, as a case study. The study adopted survey research method, using a structured questionnaire as the instrument of research. Of the total number of Two Thousand, Seven Hundred and Eighty-Eight (2788) undergraduates; and using Stratified and Purposive Sampling, One Hundred and Eight (108) respondents were sampled, with One Hundred and Two (102) copies of questionnaire completed and returned. Of the 102 returned, two respondents stated they were not Globacom subscribers, leaving 100 as the final subjects of study. Data generated were analysed with the aid of quantitative statistical tool – Statistical Package for Social Sciences (SPSS), to reveal that, celebrity endorsement does not necessarily translate to service patronage or increase in sales. Fifty-six (56) representing (56%) of the respondents did not believe that endorsement of Globacom products by the celebrities influence their patronage. Also, eighty-six (86) respondents representing (86%) disagreed that celebrity endorsement confers credibility on the endorsed product/service. However, 70 respondents (70%) did not see celebrity endorsement of products/services as a form of deceptive advertising. This study concludes that quality of a product rather than the celebrity endorsement of it, appears to matter to consumers. The study recommends that whilst the use of celebrity endorsement should not be discountenanced (finding did not suggest it is deceptive), Globacom in particular and other organisations with consumer products should focus more on product quality and branding as ways of attracting consumer patronage and boost sales.

Open Access | Communications | First published November 17, 2023

Customers’ Response to Sales Promotion Incentives of Real Estate Firms in South-West Nigeria

Beatrice Adeyinka Laninhun and Saheed Bidemi Ibrahim

Corresponding Author: Data unavailable.

Volume: 7 | Issue No: 1

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Open Access | Communications | First published November 18, 2023

Digital Journalism: Theorizing on Present Time

Okeowo Taiwo Olatunde and Arisoyin Olanrewaju Amos

Corresponding Author: Data unavailable.

Volume: 7 | Issue No: 1