EVALUATION OF CELEBRITY ENDORSEMENT ON CUSTOMER PATRONAGE IN THE NIGERIAN TELECOMMUNICATIONS SECTOR IN ENUGU METROPOLIS

Abstract

This study evaluated the influence of celebrity endorsement on customer patronage in the Nigerian telecommunications sector, focusing on subscribers within Enugu Metropolis. Grounded in the Source Credibility Theory, the research examined four core dimensions of celebrity endorsement, trustworthiness, expertise, attractiveness, and popularity, and their effects on customer patronage. A quantitative survey design was adopted, and data were collected using a structured questionnaire administered to telecommunication subscribers. Of the 400 distributed questionnaires, 370 valid responses were collected and analyzed using SPSS. Findings revealed that all four dimensions of celebrity endorsement significantly and positively affect customer patronage. Celebrity trustworthiness showed a strong influence, while expertise, attractiveness, and popularity also demonstrated significant predictive effects on patronage. The study concludes that celebrity endorsement remains an effective promotional strategy in Nigeria’s telecommunication industry when endorsers align with brand values and consumer expectations.