IMPACT OF CELEBRITY ENDORSEMENT ON THE SALES VOLUME OF COMPANY OF GLO TELECOMMUNICATION
Need help with a related project topic or New topic? Send Us Your Topic
DOWNLOAD THE COMPLETE PROJECT MATERIAL
IMPACT OF CELEBRITY ENDORSEMENT ON THE SALES VOLUME OF COMPANY OF GLO TELECOMMUNICATION
Abstract
The purpose of this study was to determine the impact of celebrity endorsement on the sales volume of Glo Telecommunications. The study’s overall population consists of 200 Glo Telecommunications employees in Enugu state.
The researcher employed questionnaires to collect data. The descriptive survey research design was used for this investigation. The survey used 133 respondents, including managers, production managers, senior personnel, and junior workers. The acquired data was organised into tables and analysed using simple percentages and frequencies.
Chapter one
Introduction
Background of the study.
Celebrities are being considered as role models, and people are changing their lifestyles in response to their favourite celebrity. This has a significant impact on people’s purchasing behaviours. This draws clients and ultimately boosts company efficiency.
Celebrities do not always influence people’s purchasing decisions. However, it has a significant impact on the notion of picking a product. We are always wondering if our favourite star is utilising them. Then we should use it to become like them (Khatri 2016).
Advertising has evolved over the previous 150 years, transitioning from classical to modern. Nowadays, the finest method employed by marketers to persuade clients is to show celebrities using their products. It encompasses a variety of charms, such as excitement, absurdity, and sexuality.
Belch and Belch (2012) noted that the primary goal of developing such tactics is to increase brand revelation, desire, focus, and curiosity. To accomplish this, marketers associate famous persons with their products.
According to McCracken (2014), these prominent individuals have a significant influence on consumer purchasing behaviour, which is why they are currently the most appealing advertising strategy. The primary goal of promoting and implementing this technique is to convince people to purchase products (Ohanian, 2011).
In recent years, most television advertisements feature a celebrity who projects the products or services by using them, which has an impact on the purchasers and clients of these items and services, as well as an organization’s overall sales volume.
Celebrity endorsements are now commonplace in the advertising industry. Celebrity endorsements influence brand image by conveying meaning from the endorser to the brand.
According to Patrick Bishop (2010), a marketing expert, “when you get a celebrity to support your brand or sign a licencing deal, you profit from customer awareness of the property,
which could include perceptions of quality, educational value, or a specific image. People assume that if a celebrity endorses a firm or sells a well-known person’s or entity’s goods, it must be a good company to do business with.”
This study focuses on celebrity endorsements and their effects on an organization’s consumer behaviour. Celebrities have a positive impact on customers’ attitudes towards brands and products, although it is unclear if this leads to repeat purchase intention and brand loyalty.
However, there is no proof that using celebrity endorsements will result in an increase in sales compared to not using celebrity endorsements. In fact, consumers may pay more attention to celebrities in advertising than the actual product being promoted, which is not the marketers’ aim.
As with other Globacom advertising, physically beautiful celebrities are prominently featured. They may exert a magnetic pull on consumers, resulting in a behavioural buy rather than actual brand commitment. However, it is unclear whether the purchasing activity will become repetitive (Byrne and Whitehead, 2013).
Statement of the Problem
Celebrity endorsement has grown into a multimillion-dollar industry in the globe today, with marketers endorsing celebrities with their products and brands in advertisements to raise sales and affect viewers’ perceptions of their brand, which positively influences their purchasing behaviour.
However, the question of whether celebrity endorsement has a significant impact on consumer purchasing behaviour has been a source of concern, particularly since many organisations use celebrities while performing poorly in terms of sales.
This study aims to investigate the efficiency of celebrity endorsements in commercials and their impact on consumer purchase decisions, as well as the relationship between celebrity endorsement and customer membership to Globacom Nigeria.
objectives of The study
The study’s aims are:
To examine the impact of celebrity endorsements on Globacom Nigeria subscription rates.
To determine the association between celebrity endorsements and Globacom Nigeria subscriptions.
To determine the association between celebrity endorsement on increasing sales volume and the popularity of Glo telecom.
Research Hypotheses
The following have been proposed for testing.
H0: Celebrity endorsement has no effect on Globacom Nigeria subscriber numbers.
H1: Celebrity endorsement has an effect on Globacom Nigeria subscriber numbers.
H0: There is no association between celebrity endorsement and higher sales volume and the popularity of Glo communications.
H1: There is a relationship between celebrity endorsement and higher sales volume and the popularity of Glo telecom.
Significance of the Study
This study would be extremely beneficial to organisations that are deciding whether or not to use celebrity endorsements to promote their product or service. The study will also benefit industry managers, organisational directors, and all stakeholders interested in this research.
Scope and limitations of the study
The scope of the study includes the impact of celebrity endorsement on the sales volume of Glo telecommunications. The researcher faces various constraints that limit the scope of the investigation;
a) AVAILABILITY OF RESEARCH MATERIAL: The researcher has insufficient research material, which limits the investigation.
b) TIME: The study’s time frame does not allow for broader coverage because the researcher must balance other academic activities and examinations with the study.
c) Financial constraints- Insufficient funds tend to restrict the researcher’s efficiency in sourcing for important materials, literature, or information, as well as data collecting (internet, questionnaire, and interview).
1.7 Definition of Terms
Celebrity is defined as a famous person or the state of being famous.
Endorsement: A remark made in an advertisement, usually by a famous or influential person, stating that they use and like a specific product.
Consumer: A person who purchases goods or services.
Need help with a related project topic or New topic? Send Us Your Topic