Effect of Celebrity Endorsements on Consumer Purchase Intentions in Africa

Abstract

Purpose: The aim of the study was to assess the effect of celebrity endorsements on consumer purchase intentions in Africa. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the effect of celebrity endorsements on consumer purchase intentions reveals a complex interplay of factors. While celebrities can positively influence consumer perceptions of a product or brand through their endorsement, the effectiveness of such endorsements depends on various factors such as the credibility of the celebrity, the congruence between the celebrity and the product, and the level of engagement the celebrity has with the brand. Studies suggest that celebrity endorsements can enhance brand recall and recognition, create a favorable brand image, and increase purchase intentions, particularly when the celebrity is perceived as trustworthy and relatable to the target audience. However, overexposure of a celebrity or controversies surrounding them can lead to negative effects on consumer attitudes and purchase intentions. Additionally, the type of product being endorsed and the cultural context play significant roles in determining the impact of celebrity endorsements on consumer behavior. Implications to Theory, Practice and Policy: Source credibility theory, elaboration likelihood model and social identity theory and social learning theory may be use to anchor future studies on assessing the effect of celebrity endorsements on consumer purchase intentions in Africa. Implement rigorous celebrity selection criteria based on strategic alignment with brand values and target audience demographics. Advocate for industry-wide guidelines or standards governing celebrity endorsements to ensure transparency and ethical practices.