AUDIENCE PERCEPTION OF THE ROLE OF TELEVISION IN CELEBRITY ENDORSEMENT AND ITS IMPACT ON CONSUMERS BEHAVIOUR, USING WIZKID AND MTN CAMPAIGNS AS STUDY

ABSTRACT

This study sought to find the audience perception of the role of television in celebrity endorsement and its impact on consumer behavior, with a focus on Wizkid's involvement in MTN campaigns. It was anchored on the Source Credibility Theory and the Uses and Gratification Theory as its theoretical framework. The study adopted the survey research method as its research design and administered questionnaires to 90 respondents, where data was collected to analyze the influence of Wizkid's endorsement on consumers' attitudes towards the brand and their purchase intentions. The findings reveal that a majority of the audience perceive Wizkid's role in MTN campaigns as influential in shaping consumer behavior, with a positive impact on attitudes and purchase intentions. Furthermore, television is identified as a significant platform for conveying Wizkid's influence. Additionally, demographic factors such as age, gender, and income level are identified as specific aspects that influence how Wizkid's involvement affects consumer behavior. In conclusion, the study highlights the significant influence of celebrity endorsements, particularly through television, on consumer behavior, with demographic factors playing a role in shaping consumer responses to such endorsements