The Impact of Celebrity Endorsement on Consumer Buying Behaviour.

This study investigates the impact of celebrity endorsement on consumer buying behaviour, focusing on MTN customers in Ilorin, Nigeria. It examines four key attributes of celebrity endorsers; suitability, trustworthiness, competence, and attractiveness and their influence on various dimensions of consumer behaviour, including purchase decisions, buying process, purchase intention, and consumer types. Anchored in the Source Credibility Theory, the study employed a quantitative research design using a structured questionnaire administered to 384 respondents selected through purposive sampling. Descriptive and inferential statistical methods, particularly the Chi-square test, were utilized to analyze the data. The findings reveal significant relationships between each celebrity attribute and the corresponding aspects of consumer behaviour. Trustworthiness and suitability emerged as particularly influential in shaping consumer decisions. The study highlights the importance of strategic alignment between brand and endorser, offering practical insights for marketers in selecting credible and relatable celebrities to enhance brand engagement and drive consumer action. It recommends that companies, especially in the telecommunications sector, should strategically select endorsers based on credibility, relatability, and relevance to their products and audience.