IMPACT OF CELEBRITY ENDORSEMENT ON VIVAPLUS PRODUCT IN ILORIN

This study investigates the impact of celebrity endorsement on consumer perception and patronage of VivaPlus product in Ilorin, with a focus on Source Credibility Theory and Elaboration Likelihood Theory as theoretical frameworks. Celebrity endorsement has become a prominent marketing strategy in Nigeria, often aimed at attracting consumer attention, building trust, and influencing purchase decisions. Source Credibility Theory posits that the effectiveness of a message largely depends on the perceived expertise, trustworthiness, and attractiveness of the source in this case, the celebrity endorser. Elaboration Likelihood Theory (ELT) further explains that consumers process persuasive messages either through the central route (deep, logical consideration) or the peripheral route (influenced by external cues like celebrity appeal). The study employed a quantitative survey method, distributing structured questionnaires to 200 randomly selected respondents in Ilorin metropolis. Data were analyzed using descriptive and inferential statistics. Findings revealed that a significant portion of the respondents were aware of VivaPlus advertisements featuring celebrities and admitted that celebrity endorsement positively influenced their perception of the brand. Most respondents indicated that they were more likely to trust and try a product endorsed by a celebrity they admire, particularly when the celebrity is seen as credible and relatable. However, the study also noted that while celebrity appeal attracts attention, long-term patronage often depends on the perceived quality and performance of the product. The study concludes that celebrity endorsement significantly impacts the brand image and consumer interest in VivaPlus, especially through the peripheral route of persuasion. It recommends that marketers ensure alignment between the celebrity’s image and the product’s value proposition for maximum impact. Additionally, maintaining product quality is crucial to converting initial interest into brand loyalty. This research provides valuable insights for advertising strategists and brand managers aiming to leverage celebrity influence effectively in consumer markets.