Influence of Celebrity Endorsement on Consumer Brand Preference of Infinix Mobile Phones among Undergraduates of Select Tertiary Institutions in Osun State, Nigeria
Bibliographic record
Abstract
Despite the huge financial commitment by advertisers to celebrity endorsement, it has been observed that it is difficult to get 100% returns on investment on products and services celebrity endorsements are used for. Hence the study investigated the influence of celebrity endorsement on consumer’s brand preference for Infinix Mobile phones with the following objectives; to Investigate whether celebrity endorsement influences consumers’ brand preference for Infinix Mobile Phones and; to find out whether Information about celebrity endorsers affects the purchasing decision of Infinix Mobile phones among undergraduates of select tertiary Institutions in Osun State, Companies may withdraw their endorsement from celebrities due to various scandals and this scandals can cause people not to patronise the product due to the celebrity involved. Nigeria. Using the Yamane formula, the sample size was 387 respondents randomly selected from Adeleke University, Redeemers’ University, and Osun State University, Osogbo campus undergraduates. Questionnaire served as the instrument for data collection. Hypothesis one and two were tested using analysis of variance (ANOVA) and Pearson Product Moment Correlation (PPMC) respectively. Findings revealed that celebrity endorsement have an influence on consumer brand preference of Infinix mobile phones and that information about celebrity endorsers also affects the purchasing decision of Infinix Mobile phones among undergraduates of select tertiary Institutions in Osun State, Nigeria. Nigerian celebrities have the persuasive ability to influence brand recall as well as brand association which significantly influences brand preference most especially among undergraduates. Therefore, care must be taken to scrutinise a celebrity’s lifestyle and the person’s present social acceptance before endorsement to avoid any negative image that could have a negative effect on brands, while sustaining the use of celebrity endorsements as an advertising strategy. This study adds to existing research in celebrity endorsement on consumer brand preference with reference to Infinix Mobile phone and it current celebrity endorser (Davido) has not been study.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.002 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.001 | 0.000 |
| Scholarly communication | 0.001 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.003 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".