Abstract
Celebrity endorsement has become a widely used marketing approach in the digital age, especially on social media platforms. This study examined how celebrity endorsements on social media influence the purchasing decisions of university students in South-South Nigeria. The study investigated how students respond to celebrity endorsements, the platforms they prefer for interaction, and the elements that affect their purchasing choices. The research used a survey approach and focused on a population of 396,327 undergraduate students at public universities in the South-South region of Nigeria. A total of 383 respondents were chosen using Meyer’s sample size determination formula and a multistage sampling method, leading to 370 valid responses that were analyzed. Data were gathered using a structured questionnaire and analyzed with frequency distribution, percentages, mean scores, standard deviation, chi-square tests, and simple regression analysis. The research was based on Source Credibility Theory and the Elaboration Likelihood Model. The results showed that while students often see celebrity endorsements, their purchasing decisions are mainly influenced by the quality of the product, their personal preferences, and how credible and authentic they believe the celebrities to be. The analysis indicated that celebrity endorsements have a noticeable yet moderate effect on buying choices. The study finds that while celebrity endorsements increase awareness, they do not exclusively influence purchasing decisions. It suggests that marketers focus on authenticity, credibility, and a good fit between the brand and the celebrity to improve the success of endorsement campaigns.
Keywords: Celebrity endorsement, social media, purchasing decisions, university students, South-South Nigeria.