Influence of Celebrity Endorsement on Consumer Buying Behaviour in the Nigerian Fashion Industry
Mass Communication — 2025, Undergraduate
This study examined the influence of celebrity endorsement on consumer buying behaviour in the Nigerian fashion industry. A descriptive survey was conducted with online shoppers of fashion brands using a structured questionnaire. Data were analysed using descriptive statistics and correlation analysis. The findings revealed that attractiveness, credibility, and fit between celebrities and brands significantly influenced purchase intentions and brand preference. The study, however, found that perceived over-endorsement reduced the effectiveness of celebrity appeal. It recommends careful selection of celebrity brand ambassadors and credible, consistent endorsement campaigns.
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