Impact of Celebrity Endorsement on the Sales Volume of Telecommunication Industry. (a Study of Smiles Communication No 4, Ali Akilu Road,city Center Kaduna)

Student: Naomi Idoko (Project, 2025)
Department of Marketing
Kaduna Polytechnic, Kaduna

Abstract

This study investigates the impact of celebrity endorsement on the sales volume of the telecommunication industry, with a specific focus on Smiles Communication, No. 4 Ali Akilu Road, City Center, Kaduna. Celebrity endorsement has become a key marketing strategy employed by companies to influence consumer behavior, brand perception, and sales performance. The research explores how celebrities’ image, popularity, trustworthiness, and relevance affect customers’ purchasing decisions and the overall sales of telecommunication products and services. Data were collected through questionnaires administered to both customers and employees of Smiles Communication. Findings reveal that celebrity endorsement positively influences consumer perception and sales volume, though its effectiveness depends on proper alignment between the celebrity’s personality and the brand image. The study concludes that strategic use of celebrity endorsements can significantly boost brand recognition and sales performance. Recommendations were made for organizations to carefully select brand ambassadors who reflect the company’s values and target audience.

Keywords
impact celebrity endorsement sales volume telecommunication industry smiles communication akilu
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