Effect Of Celebrity Endorsement On Consumer Buying Behavior Of Samsung Mobile Phones In Ghana

Abstract

Celebrity endorsement is a wide spread phenomenon which is used by all business sectors in today’s world. The study focuses on the effect of celebrity endorsement on consumer buying behavior. The population of the study comprises of private university students who are users of the SAMSUNG mobile phones in the Kumasi metropolis, Ghana to be precise and are estimated to run into millions. A sample size of 420 respondents was selected out of which 384 responses were received. The study made use of explanatory and closed ended questionnaires and also the sampling methods used in selecting the respondents were conveniences and purposive. The study made use of Statistical Package for Social Science software for the analysis. Multiple linear regression and Pearson correlation were used in the data analysis. The study found out that, popularity and profession of the celebrity have a positive and significant impact on consumer buying behavior. Personality of the celebrity also positively but not significantly impact on consumer buying behavior of Samsung mobile phones in Ghana. The study recommends the use of celebrities who are popular and as well belong to certain profession to be used by businesses to endorse their products.