SOCIAL MEDIA CELEBRITY ENDORSEMENT AND CONSUMERISM: ASSESSMENT OF STUDENTS’ PERCEPTION OF GENEVIEVE NNAJI’S ENDORSEMENT OF LUNA MILK

Abstract

This study examines the effects of celebrity endorsement on social media to influence consumer behaviour among undergraduate students of Ebonyi State University (EBSU), Abakaliki, with a focus on Genevieve Nnaji’s endorsement of Luna Milk. 400 students were
surveyed using the Taro Yamane method. Social Learning Theory was adopted to explain the behavioural pattern, while four research questions and objectives guided the study. Data was analysed using percentages and 4 Likert scale mean value method. Findings revealed that Genevieve’s messages on Facebook and Instagram have the strongest impact on the students and that her endorsements of the product have generated high brand loyalty, which will be sustained for a very long time. Therefore, there is a strong relationship between celebrity endorsement messages, brand loyalty and associated positive purchase decisions. It can be concluded that Genevieve’s endorsement of Luna Milk has gone a long way to generate brand loyalty among students. Therefore, the study recommends that marketers should note that advertising has taken a revolutionary spin towards social media. Youths no longer pay much attention to conventional media, and as such it is better to use celebrities who are social media influencers with active followers to advertise products that youths are the significant target consumers.