UTILISATION OF CELEBRITIES IN POLITICAL CAMPAIGNS

ABSTRACT

The study became necessary following the fact that social media celebrities use their platforms to urge their fans and those who have access to their page, to support the candidates of their choice who are contesting for different positions during election. Hence it became important to empirically find out the perception of the residents in Benin City on the utilisation of celebrities in political campaign during election. Using the survey design, questionnaire was adopted to deduce data from 251 respondents in Benin City through three stages using the simple random, stratified and simple sampling procedure. It was found out that the residents in Benin City are in support of the endorsement of celebrities to promote political campaigns during the election. Thus this study concludes that the residents in Benin are exposed to social media and are positively influenced by celebrities into participating in all electioneering processes, thereby curbing political apathy. It was recommended that celebrities should use their platforms not just to entertain, but also to continuously promote a good cause that will educate the publics about politics, health, economy, values, etc.