Abstract
Coming from a psychological view of self concepts related theories: schemata and self construal, we investigated the effectiveness of celebrity endorsement in a multicultural society-African context. The study was to examine whether the celebrity endorsement strategy is effective in Africa culture as claimed in some studies. We used focus group discussions comprising people of different ethnic backgrounds in Nigeria. Findings indicate that celebrity endorsement is not effective in Nigeria cultural context and that African audience perceptions of source credibility are markedly different from the Western societies’. However, the study reveals that for celebrity endorsement effectiveness, cultural values play an important role. Recommendations for advertising managers and marketers are discussed as well as suggestions for future research.
Highlights
Different variables influence people’s preferences, attitudes, and behaviours according to their cultural values
At long last we were able to immunize many children but not until the second round of the campaign when we took a picture with the Emir (Emir is the chieftaincy title given to the traditional rulers in the north akin to Oba in the southern part of Nigeria) holding a child to be immunized
From the results of the study, we found that celebrity endorsement is not effective in the Nigerian context because it fails to yield the required results
Summary
Different variables influence people’s preferences, attitudes, and behaviours according to their cultural values. Jurnal Pengajian Media Malaysia / Malaysian Journal of Media Studies This cultural value is processed mentally in relation to the receivers’ frame of reference which signifies specific characteristics that differentiate a tribe from another and affect the receivers’ interpretation and its effect on them (Dimofte, Forehand, & Deshpandé, 2003; William B Gudykunst & Ting-Toomey, 1988; Mick, 1992). Studies have confirmed the existence of cultural variances among nations and established cultural differences within a society as well (de Mooij & Hostede, 2010; Gudykunst & Ting-Toomey, 1988; Hofstede, 1980) Many researchers such as Gudykunst et al (1996), Gudykunst & Ting-Toomey (1988) and Mick (1992) acknowledge that these variances do influence comprehension and communication styles of different ethnic backgrounds which raise the imperative need to study cultural differences in relation to human behaviour
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