Celebrity Endorsement and Consumer Behaviour of Nigerian University Students
The study examines the influence of celebrity endorsements on consumer behaviour, focusing on university students' perceptions of Nigerian manufacturing companies' products. A survey of 380 randomly selected respondents revealed that celebrity similarity and attractiveness significantly influence consumer behaviour, particularly when aligned with consumer values. Its overall effect on consumer behaviour was accounted for at p< .05 with an adjusted R-square of 63.4%, indicating the size of the influence endorsers have on the behaviour of consumers. The study suggests that further research should consider the influence of celebrity endorsements on other demographic groups to confirm the findings.
Keywords: Celebrity Endorsement, Consumer Behaviour, University Students.
Citation: Olubodun, I.E., Olojede, A.A., & Abidoye, I.O. (2025). Celebrity Endorsement and Consumer Behaviour of Nigerian University Students. International Journal of Innovative Research in Accounting and Sustainability, 10(2), 85-97.