The Influence of Celebrity Endorsement on the Buying Behaviour of the Ghanaian Youth: A Study of Fan Milk Ghana Ads


The practice of celebrity endorsements has proliferated over time. Nowadays it has become a pervasive element of advertising industry. Celebrity endorsement business has become a multi-million industry. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. The object of this paper therefore is to explore the impact of celebrity endorsements on the buying behaviour of the Ghanaian youth. The paper begins with a review of existing literature on celebrity endorsements, which provides in-depth insight into the topic and clarifies many important aspects related to the subject. A qualitative enquiry approach was adopted to investigate the perceptions of the consumer, attributes and its subsequent impact on purchase intention. Data was collected with a structured questionnaire and analysed using the data analysis using frequency tables, charts, and chi-square analysis. It was proven revealed that consumers find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. The results of the study also indicate that celebrity endorsements positively impact the purchase intention of the Ghanaian youth.

Keywords: Buying Behaviour, Celebrity endorsement, Chi-Square, Fan Milk, Ghanaian youth

Article Review Status: Published

Pages: 83-98 (Download PDF)

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