PERCEPTION OF STUDENTS IN THE USE OF CELEBRITY ENDORSEMENT IN NIGERIA ADVERTISING INDUSTRY

The use of celebrity endorser strategy now frequently used by corporate organization like GLO or individual marketers to get exposure for their brands/product and for consumers to patronize what they have to offer.  The study was anchored Perception Theory and Mental Model. The research used survey method coupled with questionnaire as a data collection instrument. One hundred (100) respondents were accidentally selected while only 90 copies were correctly filled and returned for analysis. The data collected were analysed and discussed in descriptive statistics (frequency and percentage method). Finding also shows that many of the respondents (77.7%) admitted that they saw …READ MORE …