Tag Archives: Endorsement

Challenges of Celebrity Endorsement and How They Affect the Diffusion Process (Published)

Celebrity endorsement (CE) has been successful as one of the Marketing Communications tools and has attained such popularity but abound extant literature and various research works have not consider challenges Corporate Organizations are confronted with in their business endeavor by engaging Celebrities to endorse the organization’s brands. It is believed that in every endeavor there are few challenges that are set to militate against whatever good intentions or objectives that venture might have.  This paper therefore, focus is on findings from a research project that reflected upon the challenges of Celebrity endorsement (CE) and how they have affected diffusion. CE was applied to capture Customers and Business Executives experiences on using Celebrity Endorsers which provided a basis for observation and reflection. The research adopted both quantitative and qualitative methodology. Questionnaires were used to collect the data. The study surveyed 30 Business Executives. The outcome of the study has proved that despite the enormous feat chalked by CE successes and its popularity attained factors such as Management, Publicity, Contract, Customer match-up and Competition were identified to be the challenging factors that have been drawbacks inhibiting Celebrity endorsements.

Keywords: Ad, Celebrity, Challenges, Diffusion, Endorsement, Factors

Modification of the Diffusion Model As A Result of a New Variant Celebrity Endorsement (Published)

This paper reports on findings from a research project that reflected upon the effectiveness of Celebrity endorsement (CE) and how it impacts on adoption. The study was undertaken to reflect upon the rate at which CE with the aid of modern technology have enhanced and transformed social interactions which have quickened communication within, between and among societies hence spreading information faster and easier throughout communities earlier than anticipated. The Rogers’ Diffusion and Adoption Model was applied to capture Customers and Business Executives experiences on using Celebrity Endorsers which provided a basis for observation and reflection. The research adopted both quantitative and qualitative methodology. Questionnaires were used to collect the data. The study surveyed 1000 Customers, and interviewed 30 Business Executives. The outcome of the study has proved that CE greatly impact on the diffusion process of products and services into markets at a faster rate than has been assumed. Hence it has modified the Rogers and Bass Diffusion model in 1983.

Keywords: Adoption, Celebrity, Diffusion, Endorsement, Modified