Factors Determining the Effectiveness of Celebrity Endorsed Advertisements: The Case of Nigerian Telecommunication Industry

Abstract

Celebrity endorsement in product advertisements has acquired increasing importance in recent years within the Nigerian telecommunication industry where they are regarded as significant components of almost all advertisements. However, their effectiveness has not been sufficiently measured from the consumer’s perspective. This study empirically examines factors which are critical to celebrities’ effectiveness within the context of the Nigerian telecommunication industry. A survey of 120 consumers was conducted and the results indicated that perceived expertise and credibility were the two most important factors determining celebrities’ effectiveness. Other factors were trustworthiness and attractiveness. Based on these results, we concluded that celebrity’s public image should be taken very seriously when adopting celebrities in product advertisement. The study concludes with an agenda for future research.