Title Page

Certification
Approval page
Dedication
Acknowledgement
Table of Content
List of Tables
Abstract

Chapter One: INTRODUCTION

1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objective of the Study
1.4 Research Questions
1.5 Research Hypothesis
1.6 Scope of the study
1.7 Significance of the Study
1.8 Definition of Terms
References

Chapter Two: REVIEW OF LITERATURE

2.0 Introduction
2.1 Concept of Celebrity Endorsement
2.2 Celebrity Endorsement and Consumer Behavior
2.3 Mobile Phone Industry Overview
2.4 Theoretical Framework
2.5 Empirical Review
References

Chapter Three: RESEARCH METHODOLOGY

3.1 Research Design
3.2 Population of the Study
3.3 Sample Size Determination
3.4 Sample Size Selection Technique and Procedure
3.5 Research Instrument and Administration
3.6 Method of Data Collection
3.7 Validity and Reliability of Instruments
3.8 Method of Data Analysis
3.9 Ethical Consideration
References

Chapter Four: DATA PRESENTATION AND ANALYSIS

4.0 Introduction
4.1 Data Presentation
4.2 Answering Research Questions
4.3 Test of Hypotheses
4.4 Discussion of Findings
References
Chapter Five: SUMMARY, CONCLUSION AND
RECOMMENDATION
5.0 Introduction
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendation

BIBLIOGRAPHY
APPENDIX
CHAPTER 1
INTRODUCTION

1.1 Background of the Study

Marketing is a very important weapon to cover the
market and settle into it effectively. Also, advertisement
is the basic element for these marketers to spread
awareness and promote their respective product/brands.
Their ultimate objective is to make the consumers buy
their products/ brands. In this long run they meet
different competitors at the same time and so they need
to uplift themselves to face a tough competition. The
advertisers take this as an opportunity to grab the
attentions of these customers and further work on it to
expand their operations and promote their
product/brand.
Basically, celebrity endorsement is the marketing
strategy whose purpose is to use one or multiple
celebrities to advertise their following brands/services.
Today one of the most
influential technique for advertisement is by endorsing
popular celebrities for different brands. The influence of
the celebrity endorsement is now days more on college
going youths and on working youth.
In this era there is a continuous increase in celebrity
endorsements in various industries especially for the
clothing brands, these marketers are highly influenced
towards it for creating fame, the profits and their
productivity.
The youth market in the world currently is highly
technology savvy. This section of the society has been
actively transforming the application of digital
technology in ways that nobody ever thought of. This
market segment, which is made up of people ranging
between ages 18-40 is keen on using internet, building
websites, playing games and sharing multimedia
messages via social media (Selian, 2014). The appetite of
the young generation for technology is portrayed
through the many ways that Smartphones have become
essential communication tools among the youth in
Nigeria and worldwide. Studies have discovered that
young consumers have a fast adoption curve and that
their desire to stay connected in communication to
friends is great.
The fast growth of the industry is believed to be as a
result of mobile phones becoming a necessity for every
Nigerian. Mobile phones, more so smartphones, have
made work easier in every sector, right from business,
education, and governance among others. According to
Sultan & Rohm (2015), these digital gadgets are currently
used as fashion items and are also used by the young
generation as status symbol to express themselves.
With increased competition, as new players join the
market, mobile phone companies are forced to develop
aggressive marketing strategies that are relevant to the
dynamics of the day. Apart from technological
advancement, social dynamics and external factors like
price, warrant, and experience play part in building
loyalty. The strategies employed focus not only on better
service quality and functionality but also on the
perceived image that ensures consumers stick to their
products or brands, an art that is commonly known as
branding. Branding influences a customer’s product
patronage, especially for the young markets and
therefore companies are determined to build strong
brands (Milford & Nwulu, 2015). Through branding,
organizations are in a position to create value and
meaning for their products as they wish to make
consumers stick and choose their brands anytime. One of
the main ways of branding, especially in the
telecommunication industry, is the use of celebrity
endorsement. Celebrity endorsement also called
celebrity marketing is a new phenomenon in the world of
marketing communication/advertising.
Various companies have validation deals with celebrities
in the hope that by using celebrities they can achieve a
unique and relevant position in the minds of the
consumers. Choice of the celebrity, hence, is of extreme
importance and is usually done based on many different
considerations appeal, looks, popularity or even just a
fictional figure to endorse a brand (Liu, 2010).
Advertisers often select endorsers as a promotional tactic
to communicate the features of their product or brand.
Today, this advertising approach appeared to be on the
rise across all media types.
Celebrity Endorsement makes advertisement more
remarkable and the company in the short – run makes
high brand consciousness among a larger audience as
well as an increase in market share (Milford & Nwulu,
2015). Companies use Celebrity Endorsement for very
good reasons. It is believed that celebrity endorsement
enables instant awareness and immediate action.
Bearing in mind the huge amount of money companies
are ready to pay for celebrity endorsement, it shows that
many companies have had considerable success using
noticeable names and appearances as promoting
strategy (Milford & Nwulu, 2015). According to Friedman
and Friedman (2019), defined that celebrity endorser is
an individual who is known to the public (actor, sports
figure, entertainer, etc.) for his or her accomplishments
in areas other than that of the product class endorsed.
However, the advertisers should note that the use of a
well-known personality, who can create original interest
and attention for an Advertisement, does not essentially
result in attitude changes towards the product. As well,
the study from Till and Shimp (2018), presented an
evidence that positive feelings towards advertising and
products do not certainly translate into genuine behavior
or buying intentions. According to Ifeanyichukwu (2016),
the practice of using Celebrities in Advertisements to
promote products dates back to more than a hundred
years globally but its practice in Nigeria can be traced to
the early 90’s. Shimp (2015) opined that more than 25
percent of the total advertisements aired use celebrities.
This scenario is not different in Nigeria.
Thus, we see famous Nollywood stars, football stars,
basketball stars, athletes etc. signing up with a particular
brand by featuring in their Advertisements on televisions,
Newspapers and Billboards. For instance, Veteran actress
Genevieve Nnaji was a Lux soap ambassador (Lux is a
homecare product by the UNILEVER), Actress Chika Ike is
also an ambassador for energy drink, and Actress Funke
Akindele popularly known as Jenifa is the face of
Jobberman etc. Carbonated drink industries are not left
out as we see beverage companies In Nigeria signing up
celebrities (actors, actresses, athletes, musicians) as their
brand ambassadors.
These ambassadors feature in the firms Advertisements
whether in the print media or electronic media. Pepsi
drink endorsed popular entertainers like Davido, Tiwa
Savage, Wizkid, Burnaboy, Teni entertainer, Seyi shay,
Techno, DJ Cuppy, DJ obi DJ spinall DJ Xclusive, DAVIDO
amongst others and recently various smart phone
companies like Techno and Infinix.
Research statistics in Nigeria have revealed that the use
of celebrity advertisement has doubled in the past ten
years that is statistics related to the consumer goods
industry. The growth in the use of celebrities in brand
message communication among both non-luxury brands
and luxury brands has taken place. Many celebrities see
the multibillion-dollar beverages market as a rewarding
way to increase their already famous brand. Celebrities
that were previously connected with the music industry
or/and film industry are revealing their presence in the
consumer market, particularly the telecommunication
market (Milford & Nwulu, 2015). It is also worthy to note
that a top celebrity (whether an athlete, movie star or
musician) can be signed up to 20 different brands. That is
to say, becoming brand ambassador for different brands
at the same time (Ifeanyichukwu, 2016).
For instance, we see the pop duo Peter and Paul Okoye
popularly known as Psquare as dominant GLO
ambassadors. Peter Okoye is also the face of Olympic
milk at the same time. Veteran Musician Olamide can be
seen to be an ambassador for Etisalat (now 9 mobile),
Vodka, Guinness and Ciroc. Dbanj is an ambassador for
GLO, Apple/Beats by Dre. Young musician Wizkid is an
ambassador for GLO and Pepsi. Singer Iyanya is an MTN
ambassador, Zinox computers ambassador, and Solo
mobile ambassador (a phone manufacturing company).
The Music Lord Don Jazzy is an ambassador for MTN,
Loya milk, and Samsung. Female Singer Omawumi is
endorsed by GLO, konga.com, Mortein and Malta
Guinness. Popular musician Flavour is an ambassador
with Etisalat (now 9 mobile) and Life beer. Davido is an
ambassador for MTN, and Guinness Nigeria.
Firms/Products who do not have brand ambassadors
have in one way or the other featured celebrities in their
television commercials and other communication
materials, for example Diamond bank, Kanekalon Hair
fibre, Vitafoam, Klin etc. (Ifeanyichukwu, 2016).
The usage of Celebrities as means of communication has
been frequently used in Advertising and Branding. This is
done because it is assumed that celebrities have a
powerful effect on the affluence of the brands they
endorse. Advertisers believe that using celebrity
endorser will foster, in the mind of the consumer that
affect positively on the buying decision of consumers.
Marketers use celebrity endorsement in order to help
better storage of information in consumers’ minds which
they can easily remember in purchasing situations (Liu,
2011). Celebrity endorsement is a practice gaining
grounds in modern times. It has become pervasive in the
advertising industry in Nigeria, as it has become a multi-
million venture. Marketers use celebrity endorsement to
influence the purchase decisions and patronage of
consumers, in order to increase sales as well as expand
market shares. Telecommunication companies in Nigeria
have over the years adopted the use of celebrity
endorsement as a marketing communications tool for
decision and engagement of consumers to purchase
product.
1.2 Statement of the Problem
According to various scholars’ findings showed that
endorsement can have a negative effect on product
patronage and purchase decisions of consumer, the
product and even the celebrity through shadow effects
or multiple products endorsement; similarly, the
appearance of a celebrity may not guarantee effective
advertisement, especially if there is no correlation or in-
depth attachment between a celebrity and the endorsed
brand (Lee et al., 2014; Ifeanyichukwu, 2016; Malik &
Muhammad, 2016).
Companies, civil society organizations and government
agencies spend billions of naira annually placing one
form of advertisement or the other in the media. Also,
companies, in their bid to outsmart one another for
consumer’s attention and purchase decision, normally
deploy various advertisement strategies. Some pay huge
amounts of money to celebrities so as to identify
themselves with their products. They do this in the hope
that such an appearance will instantly produce a
significant effect of making the product become popular
and ultimately influence audience decision to purchase
the product/service. The reality however is that several
products in spite of celebrity endorsement and expensive
advert have failed to attract customers’ attention or
patronage towards many products. For example, when a
celebrity is not accepted, his/her unacceptability may
affect the product that he/she identifies with negatively.
Guinness Extra Smooth Beer refused to renew the
endorsement contract it has with 2face Idibia due to the
latter’s sexual escapades for the fear that it may have
negative effect on its brand and ultimately affects its
credibility (Durojaiye, 2019). As a result, most
organizations are faced with the problem of determining
criteria and the best way (s) of using celebrities to
endorse their product in such a manner as to produce
desired results. Similarly, misfit between an endorser and
the product being endorsed in terms of the inability of
consumers to identify endorser’s quality with the
product being advertised is an issue of concern in
celebrity endorsement.
1.3 Objectives of the Study
The main objective of this study is to study the effect of
celebrity endorsement on the patronage of smartphones.
Hence, the following are the specific objectives:
1. Examine the effect of celebrity endorsement on
customer patronage of mobile phones in Enugu
metropolis.
2. What is the relationship between celebrity credibility
and mobile phone brand loyalty in Enugu metropolis.
3. Identify demographic factors (age, gender, income)
moderating the effect of celebrity endorsement on
patronage of mobile phones in Enugu metropolis.
1.4 Research Questions
The following research questions were addressed in this
research study:
1. To what extent does celebrity endorsements affect
patronage of smartphones in Enugu metropolis?
2. Which demographic factors moderate the effect of
celebrity endorsement on patronage of smartphones in
Enugu metropolis?

1.5 Research Hypothesis

Main Hypotheses:
1. H1: Celebrity endorsement does not significantly affect
patronage of smartphones in Enugu metropolis.
2. H2: There is no significant relationship between
celebrity endorsement and mobile phone brand loyalty in
Enugu metropolis.
3. H3: Age, gender and income do not moderate the
effect of celebrity endorsement on customer patronage
of mobile phones in Enugu metropolis.

1.6 Scope of the Study

This study focuses on assessing the effect of celebrity
endorsement on consumer purchasing decisions of
smartphone brands among smartphone users and
potential customers in Enugu metropolis, Enugu State,
Nigeria, from 2022 to 2024, with particular emphasis on
Nigerian celebrities endorsing smartphone brands.This
study will also focus on the major smartphone brands
operating in Nigeria.
The research design will employ a mixed-methods
approach, integrating both quantitative and qualitative
data collection and analysis methods. Data collection will
be achieved through a combination of surveys,
interviews, and secondary data sources.
1.7 Significance of the Study
This study examines the effect of celebrity endorsement
on patronage of smartphones in Enugu metropolis,
aiming to provide valuable insights into the effects of
celebrity marketing on consumer purchasing decisions,
thereby contributing to the development of effective
marketing strategies for smartphone manufacturers
seeking to enhance their market presence in Nigeria.
It examines the impact of celebrity endorsement on
consumer behavior in Nigeria's smartphone market and
contributes to the existing body of knowledge on
celebrity endorsement and consumer purchasing
decisions.
It also offers empirical evidence for policymakers and
stakeholders in Nigeria's telecommunications industry
and enhances understanding of the role of celebrity
marketing in shaping consumer preferences.
This study also aims to provide insights into the
effectiveness of Nigerian celebrities in promoting
smartphone brands, the demographic differences in
responding to celebrity endorsements and the role of
social media in amplifying celebrity endorsement effects.
This study's findings will contribute to the understanding
of celebrity endorsement's impact on consumer behavior
in Nigeria's smartphone market.

1.8 Definition of Terms

Advertising: A group of activities aimed at dissemination
of information many paid on personal formation
concerning an idea, product or service (both new brand
and old products) to compel action in accordance with
the intent of an identified sponsor.
Celebrity: This is an expert in an industry such as
entertainment, sports or politics with great popularity
and respect from the public
Celebrity Endorser: Celebrity endorser is “any individual
who enjoys public recognition and who uses this
recognition on behalf of a consumer good by appearing
with it in an advertisement”
Brand: An identifiable product, service, person or place
augmented in such a way that the buyer or user
perceives relevant, unique added values, which match
their needs most closely.
Endorsement: The act of publicly saying that you
approve of or support something or someone.

Product: an article or substance that is manufactured or

refined for sale.
Influence: the capacity to have an effect on the
character, development, or behavior of someone or
something, or the effect itself.
Smartphone: A smartphone is a mobile device that
combines cellular and mobile computing functions into
one unit.
Customer Patronage: The repeated purchase or usage of
a product or service by customers, demonstrating their
loyalty and preference for a particular brand.
Brand Loyalty: The degree to which customers
consistently choose a specific brand over competitors,
due to positive experiences, satisfaction, or emotional
attachment.
Age: A demographic characteristic categorizing
individuals into different groups based on their
chronological age, influencing consumer behavior and
preferences.

Gender: A demographic characteristic distinguishing

individuals as male, female, or non-binary, affecting
consumer behavior, preferences, and purchasing
decisions.
Income: The amount of money earned by an individual
or household, influencing their purchasing power,
consumer behavior, and ability to afford specific
products or services.
Celebrity Credibility: The perceived trustworthiness,
expertise, and attractiveness of a celebrity endorser,
influencing consumers' attitudes and purchasing
decisions regarding a brand or product.

REFERENCES:
Bush, A. J., & Martin, C. A. (2004). The effect of celebrity
endorsements on consumer attitudes and purchase
intentions. Journal of Advertising Research, 44(2), 143-
155.
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity
endorsement, brand credibility, and brand equity.
European Journal of Marketing, 45(6), 882-909.
Lee, Y. L., & Kim, B. H. (2015). The effects of celebrity
endorsement on consumer behavior: A study of Korean
consumers. Journal of Marketing and Management,
30(1), 1-15.
Kamins, M. A. (1990). An investigation into the "match-
up" hypothesis in celebrity advertising: When beauty
may be only skin deep. Journal of Advertising, 19(1), 4-
13.
Erdogan, B. Z. (1999). Celebrity endorsement: A literature
review. Journal of Marketing Management, 15(4), 291-
315.

Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the

relationship between celebrity endorsement, brand
credibility, and brand equity. Journal of Marketing
Management, 23(7-8), 701-718.
Lee, M., & Thorson, E. (2008). The impact of celebrity
endorsement on consumer self-brand connection and
brand loyalty. Journal of Advertising Research, 48(2),
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Keller (2008) - "The Importance of Celebrity
Endorsements"
Shimp (2010) - "Advertising, Promotion, and
Supplemental Aspects of Integrated Marketing
Communications"
Aaker & Williams (1998) - "Can You Spot the Champion?"
Erdogan (1999) - "Celebrity Endorsement: A Literature
Review"
Hovland & Weiss (1951) - "The Influence of Source
Credibility on Communication Effectiveness"

Chapter Two
REVIEW OF LITERATURE
2.1 Introduction
Celebrity endorsement has become a pervasive
marketing strategy used by companies to increase
product visibility and consumer loyalty. In particular, the
use of celebrities to endorse consumer products like
smartphones has gained significant attention in recent
years. In the context of Enugu metropolis, a major urban
center in southeastern Nigeria, the influence of celebrity
endorsements on consumer behavior, especially with
regard to smartphone purchases, warrants investigation.
This literature review explores the existing body of
research on celebrity endorsement, its impact on
consumer behavior, and the specific case of smartphone
patronage in Enugu metropolis.
Celebrity endorsement remains a powerful marketing
tool that can significantly influence consumer behavior,
particularly in the smartphone industry. In markets like
Nigeria, where celebrity culture is influential,
endorsements can enhance brand image and increase
sales. However, brands must carefully select celebrities
whose image aligns with the brand’s values and target
audience to maximize the effectiveness of the
endorsement.
2.1 CONCEPT OF CELEBRITY ENDORSEMENT
Celebrity endorsement is a marketing strategy where a
brand uses well-known figures, typically celebrities from
entertainment, sports, or other fields, to promote its
products or services. The primary goal of celebrity
endorsement is to leverage the fame and public image of
the celebrity to influence consumer perceptions and
purchasing behavior. Celebrity endorsements are widely
used across industries, with particular prevalence in
consumer goods, technology products, and
entertainment sectors. The effectiveness of this strategy
is rooted in the assumption that the celebrity’s
characteristics—such as trustworthiness, attractiveness,
and expertise—can transfer positively onto the product
or brand they are endorsing.
Mechanisms of Influence in Celebrity Endorsement
Celebrity endorsement affects consumer behavior
through various mechanisms, most notably through
**social influence** and **association with status**.
Consumers often view the use of a celebrity as an
indicator of quality and reliability, especially when the
celebrity is perceived as an expert or leader in their field.
Moreover, celebrities can create emotional connections
with consumers by embodying qualities that resonate
with the audience, such as success, glamour, or
trustworthiness (Erdogan, 1999). The endorsement thus
works on both a rational level (through perceived
expertise) and an emotional level (through aspirational
identification).
Research by Silvera and Austad (2004) suggests that
consumers often see celebrities as role models, which
amplifies the effect of the endorsement. The association
between a celebrity and a product or brand helps to
build the brand's personality, influencing consumers’
purchasing decisions based on emotional attachment to
the celebrity.
Impact of Celebrity Endorsement on Consumer Behavior
Numerous studies have documented the significant
impact of celebrity endorsement on consumer behavior,
particularly in terms of brand recall, purchase intentions,
and brand equity. According to Erdogan (1999), the key
to a successful endorsement is the congruence between
the celebrity’s image and the brand’s values. For
example, a luxury brand may benefit from being
endorsed by a celebrity who embodies wealth and
sophistication, while a sports brand might align better
with athletes known for their performance and
discipline.
In the context of smartphones, celebrity endorsements
can help reduce perceived risk, especially when
purchasing decisions are made in a highly competitive
and technology-driven market. Smartphone brands that
are endorsed by trusted celebrities may also increase
consumer trust, as these endorsements serve as social
proof of product quality (Miciak & Shanklin, 1994).
Additionally, celebrity endorsements can enhance brand
recall by making the product more memorable through
the association with a famous figure.
Celebrity Endorsement in the Nigerian Market
In the Nigerian market, celebrity endorsement is a
particularly effective strategy. The country’s strong
celebrity culture and the high level of social media
engagement make celebrities influential figures in
shaping consumer perceptions (Adeola & Adebiyi, 2014).
Nigerian consumers are highly responsive to celebrity
endorsements, as these figures are seen as role models
and sources of social influence. Studies show that
Nigerians are more likely to trust products endorsed by
celebrities they admire, especially in urban areas where
consumer culture is more pronounced (Oyebode &
Ogunyemi, 2020).
For instance, in Nigeria’s booming smartphone market,
local celebrities—such as musicians, actors, and sports
personalities—play a key role in driving brand loyalty and
consumer preference. Celebrities such as Davido,
Genevieve Nnaji, and Ini Edo have been linked to
smartphone endorsements, where their popularity and
influence help brands like Tecno, Infinix, and Samsung
gain traction in the market (Akinmoladun et al., 2019).
Challenges and Criticisms of Celebrity Endorsement
Despite its effectiveness, celebrity endorsement is not
without its challenges. One major issue is the risk of
celebrity scandal or controversy, which can negatively
impact the brand’s image. A celebrity’s personal behavior
or public image can sometimes clash with the brand they
endorse, leading to consumer distrust or brand backlash
(Agrawal & Kamakura, 1995). Another challenge is the
high cost of securing a celebrity endorsement, which may
not be feasible for all brands, especially smaller or
emerging companies.
Moreover, the effectiveness of celebrity endorsements
can diminish if the celebrity’s image becomes
overexposed or if the endorsement appears
disingenuous. As consumers become more skeptical of
marketing tactics, the authenticity of the celebrity
endorsement—whether the celebrity truly uses or
believes in the product—is increasingly important.

2.2 Celebrity Endorsement and Consumer Behavior

Celebrity endorsement is a widely used marketing
strategy where brands leverage the popularity, image,
and trustworthiness of a celebrity to promote their
products. The impact of celebrity endorsements on
consumer behavior has been the subject of extensive
research, as it influences various aspects of consumer
decision-making, including attitudes, brand perception,
purchase intention, and brand loyalty.
 Celebrity endorsement is a powerful tool that shapes
consumer behavior by influencing attitudes, purchase
intentions, and brand loyalty. The evolution of social
media has also introduced new dynamics, where
influencers and celebrities can directly engage with
consumers, further enhancing their persuasive power.
#Celebrity Endorsement and Consumer Behavior
Consumers are often influenced by celebrities who
endorse products because of their perceived credibility,
attractiveness, or expertise. According to **Erdogan
(1999)**, celebrity endorsement works effectively
because celebrities are seen as trustworthy and credible
sources of information. This credibility influences
consumers' attitudes toward a brand or product, which,
in turn, can affect their purchasing decisions.
Celebrity endorsements also create emotional
connections between consumers and brands. **Kamins
(1990)** argued that when a celebrity is associated with
a product, it can enhance the consumer’s emotional
connection to the brand, leading to more favorable
brand attitudes and increased purchase intentions. For
example, **McCracken (1989)** proposed the "match-
up hypothesis," which suggests that the effectiveness of
a celebrity endorsement depends on the perceived fit
between the celebrity's image and the product or brand
being endorsed. When there is a strong congruence
between the two, consumers are more likely to respond
positively.
Research has shown that celebrity endorsements can
influence consumer behavior by enhancing brand recall,
creating emotional connections with products, and
improving the perceived value of the product. A study by
Erdogan (1999) found that consumers are more likely to
develop favorable attitudes toward a product if it is
endorsed by a celebrity they admire. Additionally,
celebrity endorsements can also reduce perceived risk,
especially for high-involvement products like
smartphones, where consumers may rely on social proof
to make purchasing decisions (Ohanian, 1990).

In the context of Nigeria, several studies have highlighted

the growing impact of celebrity culture in influencing
consumer choices. Nigerian celebrities, such as
musicians, actors, and athletes, have significant social
media followings and enjoy widespread popularity. This
social capital is often leveraged by brands to enhance
their market appeal. Research by Adeola and Adebiyi
(2014) suggests that Nigerian consumers are particularly
responsive to celebrity endorsements due to the high
value placed on fame and social status within the culture.
#Factors Influencing the Effectiveness of Celebrity
Endorsements**
Several factors determine the success of a celebrity
endorsement campaign. **Attractiveness**,
**credibility**, and **relevance** are key factors
influencing how consumers perceive an endorsement.
- **Attractiveness**: Physical appeal and likability can
significantly enhance a celebrity's ability to influence
consumers. **Ohanian (1990)** identified three
dimensions of celebrity credibility: attractiveness,
trustworthiness, and expertise. Celebrities with high
attractiveness or likability may create a favorable image
for the brand, leading to greater consumer interest.
- **Credibility**: Trustworthiness and expertise also play
an essential role in determining the effectiveness of a
celebrity endorsement. When a celebrity is perceived as
genuine and knowledgeable, consumers are more likely
to trust the brand and its products.

- **Relevance**: The match between the celebrity and

the product is crucial. As **Till and Busler (2000)**
noted, an endorsement is most effective when the
celebrity's characteristics align with the brand's values or
the product’s features. For example, athletes are
typically used to endorse sportswear, while movie stars
may promote luxury products.
#Consumer Attitudes and Purchase Behavior**
Celebrity endorsements can shape consumer attitudes in
both positive and negative ways. Positive endorsements
tend to enhance brand image, increase brand recall, and
encourage word-of-mouth recommendations. However,
if a celebrity's actions conflict with the values of the
brand, or if the public perceives the endorsement as
inauthentic, it can backfire. **Woodside et al. (2008)**
found that celebrity endorsements can lead to increased
purchase intentions, especially when consumers feel a
personal connection with the celebrity.
#The Role of Social Media and Influencers**
The rise of social media has shifted the landscape of
celebrity endorsements. Celebrities are now able to
directly interact with their followers, and their
endorsement power has expanded beyond traditional
advertising channels. **Freberg et al. (2011)**
highlighted that social media influencers—often
celebrities or individuals with significant followings—can
influence consumer behavior by providing a sense of
authenticity and relatability.
Social media platforms like Instagram, YouTube, and
TikTok allow celebrities and influencers to engage with
their audiences in a more personal way, fostering a sense
of trust and familiarity. **De Veirman et al. (2017)**
argued that influencers with high follower engagement
can create a sense of community and increase the
likelihood of positive consumer behavior toward
endorsed products.
2.3 Mobile Phone Industry Overview
**Mobile Phone Industry Overview (2000-Present)**
The mobile phone industry has undergone dramatic
transformation since the turn of the millennium, evolving
from basic communication tools to advanced
multifunctional devices. The sector has been marked by
rapid technological advancements, fierce competition,
the rise of smartphones, and the convergence of
telecommunications and consumer electronics. This
overview explores key developments in the mobile
phone industry, with a focus on technological
advancements, market trends, and the competitive
landscape.

### 1. **Technological Advancements**

#### a) The Rise of Smartphones
At the beginning of the 21st century, mobile phones
were primarily used for voice communication and text
messaging. However, with the introduction of the
**BlackBerry** in the early 2000s and the **iPhone** in
2007, the smartphone era was born. These devices
integrated internet connectivity, multimedia
functionality, and a variety of applications, transforming
mobile phones into essential tools for business,
entertainment, and daily life.
The launch of the **iPhone 3G** in 2008, featuring 3G
connectivity and the App Store, marked a significant
milestone in the mobile phone industry, paving the way
for the app ecosystem and the widespread adoption of
smartphones. Apple's iPhone and Google’s **Android
OS**, which was introduced in 2008, have since become
the dominant operating systems, controlling over 99% of
the global smartphone market (Statista, 2023).
#### b) Mobile Networks and Connectivity
Along with the rise of smartphones, the mobile phone
industry has seen significant advancements in network
technology. The transition from **2G** to **3G**
networks in the early 2000s enabled faster data transfer
speeds and more advanced mobile applications. The
launch of **4G** in the 2010s further boosted internet
speeds and allowed the proliferation of high-definition
streaming services and mobile gaming.
In 2020, **5G** networks were introduced, promising to
revolutionize mobile connectivity with ultra-low latency,
faster speeds, and support for the **Internet of Things
(IoT)** (Dahlberg, 2021). The rollout of 5G is expected to
drive future innovations in mobile phones, with
applications spanning from autonomous vehicles to
augmented reality (AR) and virtual reality (VR).
### 2. **Market Trends**
#### a) Smartphone Penetration and Growth
Smartphone penetration globally has surged since 2000.
According to **Statista (2023)**, there were
approximately 1.35 billion smartphones sold worldwide
in 2021, and this figure is expected to increase steadily.
Markets like North America, Europe, and parts of Asia
are nearing saturation, while developing markets in
Africa, Latin America, and Asia-Pacific continue to show
growth potential.
In addition to smartphones, **feature phones** (basic
phones without internet access or advanced features)
still have a market, especially in regions with lower
income levels. However, the dominance of smartphones
continues to increase, with over 80% of global mobile
phone shipments being smartphones by the late 2010s
(IDC, 2020).
#### b) Mobile App Ecosystem
The mobile app ecosystem has become a crucial part of
the mobile phone industry, with millions of apps now
available across various categories such as social media,
gaming, productivity, and e-commerce. The global app
market is projected to surpass **$407 billion** in
revenue by 2026 (App Annie, 2022). This explosion of
apps has significantly enhanced the utility of mobile
devices, with many users relying on smartphones for
nearly all aspects of daily life, from work and
communication to entertainment and commerce.
#### c) Brand Dominance and Competition
Over the past two decades, several companies have
dominated the mobile phone market. **Apple** and
**Samsung** have been the leading global brands, with
Apple’s iPhone consistently capturing a significant share
of the premium smartphone market, while Samsung
offers a wide range of devices across different price
points. Other notable players, such as **Huawei**,
**Xiaomi**, **Oppo**, and **OnePlus**, have also
gained substantial market share, particularly in Asia and
emerging markets (Strategy Analytics, 2022).
Huawei, once the world’s second-largest smartphone
manufacturer, faced challenges due to trade restrictions
imposed by the U.S. government, which significantly
impacted its ability to use Google’s Android operating
system. Despite this, the company has remained a key
player in regions like China, contributing to the
diversification of the market (Smith, 2021).

### 3. **Future Trends**

As the industry moves forward, several key trends are
likely to shape the future of mobile phones:
- **Foldable and Flexible Displays**: Companies like
Samsung and Huawei have introduced foldable phones,
which offer innovative form factors and larger screens in
compact designs. These devices are expected to become
more mainstream as the technology matures and
production costs decrease.
- **Artificial Intelligence (AI) and Machine Learning**: AI
integration is becoming increasingly important in mobile
phones, with features like facial recognition, voice
assistants, and camera optimization powered by AI. The
growth of AI-driven technologies will continue to
improve the user experience and functionality of mobile
devices.
- **5G and Beyond**: As 5G networks expand, the
capabilities of mobile phones will continue to evolve. The
integration of 5G technology will enable new experiences
in **gaming**, **streaming**, **virtual reality (VR)**,
and **augmented reality (AR)**, creating new
opportunities for innovation in the mobile phone
industry.
### 4. **Consumer Behavior and Preferences**
As smartphones have become more powerful,
consumers have increasingly prioritized factors like
**camera quality**, **battery life**, **processor
performance**, and **design** when choosing a phone.
The shift towards **premium devices** that offer high-
end features and aesthetics has been evident, with
flagship models from Apple, Samsung, and other
manufacturers dominating the higher-end market
(Carter, 2020).
However, the growing adoption of **mid-range
smartphones** in developing markets and among
budget-conscious consumers has also shaped the
industry. Companies like **Xiaomi** and **Realme**
have focused on offering feature-rich phones at
affordable prices, challenging the dominance of premium
brands.
Another trend that has emerged is the importance of
**sustainability** and **environmental impact**.
Consumers are increasingly concerned about the
environmental footprint of mobile phones, leading to a
rise in demand for eco-friendly products and recycling
programs. Companies like **Fairphone** have made
sustainability a key part of their branding, offering
modular phones that can be easily repaired and
upgraded.
The mobile phone industry has witnessed remarkable
change from 2000 to the present, driven by
advancements in technology, consumer demand for
multifunctional devices, and intense competition
between leading manufacturers. The industry continues
to innovate, with the rise of 5G networks, foldable
devices, and AI integration shaping the future of mobile
phones. As smartphones continue to dominate,
companies will need to adapt to changing consumer
preferences, technological advancements, and market
conditions to maintain their competitive edge.
# Smartphone Patronage and the Role of Celebrity
Endorsements
Smartphones are high-involvement products, meaning
that consumers invest significant time and effort into
researching and evaluating options before making a
purchase. Given the variety of brands and models
available in the market, consumers often rely on external
cues to help guide their decisions. Celebrity endorsement
serves as one such cue, providing a shortcut for
consumers in evaluating the quality and desirability of a
product.
In Enugu metropolis, a growing middle-class population,
increased smartphone penetration, and the rising
influence of social media contribute to the effectiveness
of celebrity endorsements. According to Oyebode and
Ogunyemi (2020), Nigerian consumers are highly
influenced by both traditional and digital media, where
celebrities promote products across television, radio, and
social media platforms. Furthermore, mobile technology
has become central to the daily lives of many Nigerians,
further amplifying the impact of endorsements by
celebrities who are seen using specific smartphone
brands.

# The Impact of Celebrity Endorsement on Smartphone

Choices in Enugu Metropolis
Though there is a lack of specific studies focusing on
Enugu metropolis, regional studies suggest that celebrity
endorsement plays a significant role in smartphone
purchase decisions in urban areas. A study conducted in
Lagos by Akinmoladun et al. (2019) found that
smartphone companies using celebrities like Davido or
Genevieve Nnaji experienced increased sales, with
consumers associating the brands with status and
quality. This observation aligns with the findings of
Chinomona and Dubihlela (2014), who concluded that
celebrity endorsements have a positive effect on
consumer attitudes toward the endorsed product.
In Enugu metropolis, the use of celebrities in smartphone
advertising could be particularly potent due to the
younger, tech-savvy population that makes up a
significant portion of the city's demographic. Studies by
Idemudia (2021) have shown that young consumers in
southeastern Nigeria are not only more likely to be
influenced by celebrity endorsements but also tend to
follow celebrities on platforms like Instagram, where
brand endorsements are regularly showcased. The
endorsement of smartphones by popular local celebrities
could thus drive brand preferences and increase
patronage in the region.
# Cultural Context and Local Relevance
One important factor that influences the success of
celebrity endorsements in Enugu metropolis is the
cultural context. Nigerian consumers, especially in urban
areas like Enugu, have a strong preference for products
that resonate with their identity and social aspirations.
As noted by Oladipo and Osabohien (2018), products
endorsed by celebrities who are culturally relevant and
share similar values with the local populace tend to
perform better in the market. The use of locally
recognized figures—such as Nollywood actors or popular
musicians from the southeastern region—could enhance
the credibility and effectiveness of celebrity
endorsements.
Moreover, regional marketing strategies that incorporate
local languages, lifestyles, and societal norms may
further boost the impact of celebrity endorsements on
smartphone patronage. In Enugu, where the Igbo culture
is predominant, leveraging celebrity figures who align
with regional pride and cultural values could increase
consumer engagement and lead to higher levels of brand
loyalty.

2.4 Theoretical Framework

Theoretical Foundations of Celebrity Endorsement

Several theoretical frameworks have been developed to
explain why celebrity endorsements influence consumer
behavior. Celebrity endorsement is often explained
through two main theoretical frameworks:
The Source Credibility Theory and The Meaning Transfer
Model.

1. **Source Credibility Theory**

Source Credibility Theory, developed by Hovland, Janis,
and Kelley (1953), posits that the effectiveness of a
communication source is determined by its perceived
credibility, which includes the attributes of expertise,
trustworthiness, and attractiveness. According to
Ohanian (1990), a celebrity with high expertise,
trustworthiness, and attractiveness is more likely to
influence consumer attitudes and purchase intentions.
The celebrity’s credibility enhances the believability of
the message and fosters positive attitudes toward the
endorsed product or service.
The Source Credibility Theory suggests that the
effectiveness of a celebrity endorser is linked to their
perceived expertise, trustworthiness, and attractiveness.
A celebrity with high credibility can effectively influence
consumer attitudes and purchase intentions (Ohanian,
1990).

2. **Meaning Transfer Model**

McCracken (1989) proposed the Meaning Transfer
Model, which suggests that celebrities bring their own
cultural meanings (status, values, lifestyle) to the brands
they endorse. These meanings then transfer to the brand
and, by extension, to the consumer. McCracken’s model
highlights how the symbolism of celebrity figures, such as
social status or desirable traits, becomes associated with
the product, ultimately influencing consumer
preferences. In this view, the celebrity is not merely a
spokesperson but a source of cultural value that
enhances the brand’s appeal.
The Meaning Transfer Model, on the other hand, posits
that celebrities bring their image and cultural meaning to
a brand, which can be transferred to the product they
endorse (McCracken, 1989).
Both models provide insight into how and why celebrities
can affect consumer behavior, particularly in product
categories like smartphones.

# This theoretical framework aims to guide the analysis

of how **celebrity endorsement** influences
**smartphone patronage** among consumers in Enugu
Metropolis, Nigeria. The framework integrates key
marketing and consumer behavior theories to explore
the mechanisms through which celebrity endorsements
shape consumer attitudes, behaviors, and purchasing
decisions, particularly in the smartphone market. It
combines theories of **celebrity endorsement**,
**consumer decision-making**, **social influence**,
and **brand equity** to understand the complex
interactions in this context.
### 1. **Celebrity Endorsement Theory**
Celebrity endorsement has become a critical marketing
tool, where the positive qualities of a celebrity
(trustworthiness, attractiveness, expertise, and social
status) are transferred to a product or brand (Erdogan,
1999). According to **McCracken (1989)**, celebrity
endorsements are effective because they leverage the
cultural value of the celebrity, which influences
consumer perceptions of the endorsed brand. This
theory is particularly relevant in the context of
smartphones in Enugu Metropolis, as consumers may
perceive smartphones endorsed by popular celebrities as
being of higher status or quality.
#### a) **Match-Up Hypothesis**
The **match-up hypothesis** (Kamins, 1990) suggests
that the effectiveness of a celebrity endorsement is
stronger when there is a congruence between the
celebrity's image and the attributes of the product. For
smartphones, the fit between the celebrity's image (such
as being tech-savvy, fashionable, or trendy) and the
smartphone brand’s identity can impact how consumers
perceive the endorsement. A celebrity who is recognized
for their expertise in technology or style may create a
stronger association with high-end, feature-rich
smartphones, influencing consumers’ purchasing
decisions.
#### b) **Source Credibility Theory**
**Source credibility theory** (Ohanian, 1990) argues
that the perceived credibility of a celebrity endorser—
encompassing trustworthiness, expertise, and
attractiveness—impacts consumer attitudes toward the
product. In the case of smartphone endorsements,
consumers are likely to trust brands endorsed by well-
respected celebrities, especially those recognized for
their credibility and expertise in tech-related areas. For
example, local influencers or tech experts in Enugu who
endorse smartphones may increase consumers’ trust in
the brand and, consequently, their purchase intentions.
### 2. **Theory of Reasoned Action (TRA) and Theory of
Planned Behavior (TPB)**
The **Theory of Reasoned Action (TRA)**, developed by
Fishbein and Ajzen (1975), suggests that a consumer’s
intention to perform a behavior (e.g., purchasing a
smartphone) is influenced by their attitudes toward the
behavior and subjective norms (i.e., the social pressures
they perceive). In the context of smartphone patronage,
consumers’ attitudes toward purchasing a smartphone
can be shaped by the celebrity endorsement, especially
when they perceive the celebrity as a trusted source or a
role model.
**Ajzen (1991)** later extended TRA into the **Theory
of Planned Behavior (TPB)**, which adds the concept of
**perceived behavioral control**, or how much control
consumers feel they have over their ability to buy the
smartphone. In Enugu Metropolis, factors such as the
affordability of smartphones, availability in local stores,
and the social influence exerted by family, friends, or
peers (who may also be influenced by celebrity
endorsements) can affect consumers' purchase
intentions and behavior.
By combining TRA and TPB, we can explore how
**celebrity endorsement** impacts both consumers’
attitudes toward smartphones and their perceptions of
external factors (e.g., social pressure, financial resources)
that affect their purchasing decisions.
### 3. **Social Influence Theory**
Social influence theory explains how individuals’
behaviors and decisions are influenced by others in their
social networks. **Kelman (1958)** proposed that social
influence occurs through three processes:
**compliance**, **identification**, and
**internalization**. In the context of smartphone
purchases, **compliance** refers to consumers
purchasing a smartphone simply because a celebrity they
admire endorses it. **Identification** occurs when
consumers begin to associate themselves with the
celebrity’s lifestyle and preferences, leading them to
purchase similar products. **Internalization** happens
when consumers adopt the celebrity’s choice of
smartphone as their own, internalizing the brand’s value.
In **Enugu Metropolis**, social influence plays a key
role in shaping consumers' smartphone purchasing
behavior. Local celebrities or influencers may create
significant social pressure to purchase a smartphone if
their endorsement aligns with the social status or
identity of the consumers. **Cialdini (2009)** further
explained that **social proof**—the idea that
individuals will conform to what others are doing—
applies strongly in marketing, as consumers often make
decisions based on the behaviors and choices of others,
especially those seen as credible or admired.
### 4. **Brand Equity Theory**
Brand equity refers to the value a brand adds to a
product, which is driven by consumers' perceptions,
attitudes, and associations with the brand. **Aaker
(1991)** defines brand equity as comprising dimensions
such as **brand awareness**, **brand associations**,
**perceived quality**, and **brand loyalty**. Celebrity
endorsement directly impacts these dimensions,
particularly in the **perceived quality** and **brand
associations** elements.
When celebrities endorse a smartphone brand, their
image and reputation can significantly enhance the
brand's perceived quality and desirability. Consumers in
Enugu Metropolis may associate high-end smartphone
brands, like Apple or Samsung, with celebrities,
increasing the brand’s prestige and desirability. **Keller
(2003)** emphasizes that brand equity leads to
consumer loyalty and positive brand attitudes, meaning
that effective celebrity endorsements can foster long-
term patronage and increased market share for
smartphone brands.
### 5. **Consumer Decision-Making Process**
Consumer decision-making processes for products such
as smartphones often follow a series of steps, as outlined
in **Howard and Sheth’s (1969) Model of Consumer
Behavior**. These stages include **need recognition**,
**information search**, **evaluation of alternatives**,
**purchase decision**, and **post-purchase behavior**.
Celebrity endorsements are especially impactful during
the **information search** and **evaluation of
alternatives** stages, where consumers gather
information and compare brands. The endorsement can
influence their perceptions of the smartphone’s quality,
value, and social status, which are critical factors in their
decision to purchase.
The theoretical framework for this study combines
several interconnected theories to explain how
**celebrity endorsement** influences **smartphone
patronage** in Enugu Metropolis. The **celebrity
endorsement theory**, **theory of planned behavior**,
**social influence theory**, **brand equity theory**,
and **consumer decision-making models** collectively
offer a robust understanding of the factors that influence
consumer behavior. Celebrity endorsements can shape
consumer attitudes, perceptions, and behaviors, leading
to increased smartphone patronage, particularly when
there is a clear match between the celebrity and the
product, and when social influence and brand equity are
leveraged effectively.

2.5 Empirical Review

The empirical framework for this study investigates the
impact of celebrity endorsements on consumer
patronage of smartphones within Enugu Metropolis. This
framework is grounded in theoretical concepts such as
the Source Credibility Model, Social Influence Theory,
and the Consumer Decision-Making Process. The aim is
to understand how celebrities' influence—through their
credibility, attractiveness, and trustworthiness—affects
consumer behavior regarding smartphone purchases in
the context of Enugu.
#Conceptualization of Key Variables**
1. **Celebrity Endorsement**:
Celebrity endorsement refers to the use of well-known
figures to promote or advertise a product or service. This
study will examine the role of celebrity endorsers in
shaping consumer attitudes and behavior toward
smartphones. Key attributes of celebrity endorsements
include:
- **Credibility** (trustworthiness and expertise of the
celebrity)
- **Attractiveness** (physical appeal, likeability, and
desirability)
- **Relevance** (fit between the celebrity’s image and
the brand/product)

**Source Credibility Theory** (Hovland, Janis, & Kelley,

1953) and **Social Influence Theory** (Cialdini, 2001)
will guide the analysis of how these attributes affect
consumer perception and brand choice.
2. **Patronage of Smartphones**:
Patronage in this context refers to the act of consumers
purchasing and using smartphones. Consumer decisions
to buy smartphones are influenced by various factors,
including price, brand, features, and marketing. The
endorsement of a celebrity may serve as a persuasive
tool in shaping attitudes and creating a favorable
perception toward a particular smartphone brand.
The **Consumer Decision-Making Process** model
(Kotler & Keller, 2016) suggests that purchasing decisions
are influenced by external stimuli, such as celebrity
endorsements, which affect consumer perceptions,
attitudes, and behaviors.
3. **Enugu Metropolis**:
Enugu represents a distinct regional context for
studying consumer behavior in Nigeria. Cultural and
demographic factors, such as income levels, education,
social class, and media consumption, will influence how
celebrity endorsements affect smartphone patronage in
this locale.
#Theoretical Underpinnings**
1. **Source Credibility Theory**:
The Source Credibility Theory posits that the
effectiveness of a communication message depends on
the credibility of the source. According to Hovland et al.
(1953), the source's perceived expertise, trustworthiness,
and attractiveness are crucial factors in determining the
persuasive power of an endorsement. This study will test
how these elements in celebrity endorsements influence
consumers' attitudes toward smartphone brands.
2. **Social Influence Theory**:
Social Influence Theory, particularly the concept of
normative and informational social influence, will guide
the study’s understanding of how consumers are
influenced by celebrities. According to Cialdini (2001),
individuals are often motivated by the desire to conform
to social norms or gain approval from others, which may
explain how celebrity endorsements shape consumer
purchasing behavior.
3. **Consumer Decision-Making Process**:
The decision-making process, as described by Kotler
and Keller (2016), involves stages such as need
recognition, information search, evaluation of
alternatives, and post-purchase behavior. Celebrity
endorsements may impact each stage by altering
consumers’ perceptions and attitudes towards
smartphone brands.

#Empirical Hypotheses
Based on the theoretical framework and existing
literature, the following hypotheses are proposed for
empirical testing:
1. **H1: Celebrity credibility positively influences
consumer attitudes toward smartphone brands in Enugu
Metropolis.**
- **Rationale**: Higher credibility of a celebrity
endorser (trustworthiness, expertise) is likely to result in
more favorable consumer attitudes and increased
patronage of the endorsed brand (Erdogan, 1999).
2. **H2: The attractiveness of the celebrity endorser
positively influences consumer purchasing intentions for
smartphones.**
- **Rationale**: Consumers are more likely to be
influenced by attractive endorsers, which enhances
emotional appeal and drives brand preference
(McCracken, 1989).
3. **H3: Relevance between the celebrity’s image and
the smartphone brand positively affects consumer
purchasing behavior.**
- **Rationale**: A better fit between the celebrity's
persona and the product increases the persuasiveness of
the endorsement (Till & Busler, 2000).
4. **H4: Social influence factors (e.g., desire to conform,
peer pressure) mediate the relationship between
celebrity endorsement and consumer patronage of
smartphones.**
- **Rationale**: Social norms and the desire to align
with the values of popular celebrities may increase
consumers' likelihood of purchasing endorsed
smartphones (Cialdini, 2001).

#Research Design and Methodology**

1. **Sample and Population**:
The study will focus on smartphone consumers in
Enugu Metropolis, specifically targeting individuals aged
18 to 45, who are the most active consumers of
smartphones. A sample of 300 respondents will be
surveyed to provide a representative analysis of the
population.
2. **Data Collection**:
Data will be collected through structured
questionnaires distributed via both online and offline
channels. The questionnaire will include questions about
the respondents' perceptions of celebrity endorsements,
brand preferences, and their purchasing intentions.
3. **Data Analysis**:
The data will be analyzed using **descriptive
statistics**, **correlation analysis**, and **regression
analysis** to test the proposed hypotheses. Structural
Equation Modeling (SEM) could also be used to examine
complex relationships between celebrity endorsement
factors and consumer behavior.

#Expected Contributions to Knowledge**

This study will contribute to a deeper understanding of
how celebrity endorsements influence consumer
behavior, particularly in the smartphone industry in a
Nigerian context. It will also shed light on regional
variations in consumer responses to celebrity marketing
in Enugu Metropolis, which can be valuable for
marketers targeting consumers in similar African
markets.
This framework provides a solid foundation,
incorporating both theoretical insights and practical
methodologies to study the influence of celebrity
endorsements on smartphone patronage in Enugu
Metropolis.

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