UNIBEN MASS COMMUNICATION STUDENTS’ PERCEPTION

ABSTRACT

This study, anchored on the tenets of perception and uses and gratification theories, investigated UNIBEN Mass Communication students perception of the use of celebrity endorsement in Globacom advertisement. The study became necessary following the assumption that the use of celebrity endorsers in Globacom advertisement has a positive perception and reception by its audience, using the survey design, 9 item questionnaire was employed to collect data from 400 students randomly selected. The small size reflected and represented all students of Mass Communication undergraduate students of University of Benin. Data collected were presented and analyzed with the use of frequency tables and simple percentage method. The study found out that students perception towards the use of celebrity endorsement in advertisements to be both positive and negative, in the sense that it is plays a strong role in influencing buying behavior, and also boosting a brand’s image. Also, celebrity endorsement has increased brand loyalty through influence of perception. Therefore, this study concluded that the use of celebrity endorsement has been able to exert both positive and negative impact, but more of positive impact on the perception of students towards its usage. It recommended that all advertisers and advertising agencies should be cautious in their selection of an endorser for brands, in order to avoid using an endorser with negative publicity, which could subsequently affect the brand’s reputation and product being advertised.