International Journal of Sub-Saharan African Research (IJSSAR)

Background: Background: In today's consumer-driven market, companies employ various strategies to influence consumer preferences and purchasing decisions. One such strategy is celebrity endorsements, which involves partnering with famous individuals to promote products or services. The smartphone industry, in particular, has embraced celebrity endorsements as a key marketing tactic. University students, as a significant consumer demographic, are often targeted by smartphone manufacturers. Nasarawa State, Nigeria, is home to several universities, making it an interesting context to explore the impact of celebrity endorsements on smartphone preferences among university students.
Objective: To investigate the influence of celebrity brand endorsements on smartphone purchasing decisions among students of Nasarawa State University, Keffi and Bingham University in Nasarawa State, Nigeria.
Method: Using a mixed-methods approach, the study involved a sample of 381 students. Data were collected through surveys and analyzed to measure awareness, exposure, and the impact of celebrity endorsements.
Results: The findings reveal a high level of awareness and exposure to celebrity-endorsed smartphone advertisements, particularly on social media. Celebrity attractiveness significantly influences consumer preferences, though the impact varies with the students' knowledge of the celebrities and skepticism about endorsement authenticity. Despite these concerns, trust in smartphone brands remains high.
Conclusion: the study concludes tha celebrity attractiveness and knowledge play crucial roles in shaping consumer preferences for smartphones. However, addressing authenticity concerns is essential to maintain trust in brand endorsements.
Unique Contribution: This study highlights the nuanced role of celebrity endorsements in consumer behavior, providing insights for marketers on how to effectively leverage celebrity endorsements in the smartphone industry.
Key Recommendations: Marketers should use visually appealing and knowledgeable endorsers, expand advertising platforms, address authenticity issues, and employ culturally sensitive strategies to enhance marketing effectiveness.