Effect Of Celebrity Endorsement On Consumer Purchasing Behavior In The Telecommunication Industry In Kenya

Abstract

Celebrity endorsement is deemed to have a huge and significant influence on consumer purchasing behavior. Globally firms have been relying on this type of marketing to drive brand awareness and improve the recognition as well as purchase intention of their products and services. In the local market most of the telecommunication firms have been relying on celebrity endorsement as key component of changing consumer behavior within the market. However, there has been limited empirical evidence showing how the utilization of the celebrity endorsement practices have influence consumer purchasing behavior in the country. This research sought to fill this gap by reviewing how celebrity trustworthiness, expertise, attractiveness and respects influence the consumer purchase behavior. The study was premised on the TEARs mode, AIDA model and the Source Credibility Theory. A descriptive study design was employed using quantitative approaches to determine the relationship between the research variables. The study population was tabulated from the 4,397,073 residents within Nairobi County. Using the Yamane formula, the sample size of this study was 399 residents. The research developed a structured research questionnaire in the data collection process. Google forms and physical questionnaires was used in the data collection procedures. The collected study data was analyzed using quantitative techniques such as; descriptive measures, correlation tests and regression analysis. The study conducted various diagnostic tests to ensure the research adheres to the standard requirements. The findings were presented using charts and tables. The survey was able to obtain 344 responses translating into 86% response rate with only 14% of the respondents not able to participate within the study time window. Regression results showed there existed a positive and significant effect of celebrity trustworthiness on the consumer purchasing behavior in the telecommunication industry in Kenya. Regression results showed that the coefficient for celebrity expertise had a positive and significant effect of celebrity expertise on the consumer purchasing behavior in the telecommunication industry in Kenya. Regression results showed that there was a positive and significant effect of celebrity attractiveness on the consumer purchasing behavior in the telecommunication industry in Kenya. Findings further led to conclusion that there existed a positive and significant effect of celebrity respect on the consumer purchasing behavior in the telecommunication industry in Kenya. The results led to the recommendation that telecommunications firms conduct extensive research on a celebrity to ensure that they have a trusting relationship with the customer base. Failure to do this beforehand can lead to loss of customers due to the lack of trust in the celebrity and the firm. The study recommends that the telecommunication firm conduct a rigorous hiring process to ensure that the selected celebrity to endorse the product has all the required qualifications and sufficient experience in the industry. The study recommends that the telecommunication firms put in place clear guidelines and rules regarding how celebrities engage consumers especially for the period they are endorsing a product.