Celebrity Contagion and Advertising Success in Nigerian Telecommunications Industry

Abstract

The paper examines Celebrity Contagion and Advertising Success in Nigerian Telecommunications Industries. The main purpose of this study was to determine the extent to which celebrity contagion affects advertising success in Nigerian telecommunications industries. Data collected from 200 senior managers in four(4) major telecommunications firms in Nigeria were analyzed using Spearman Rank Correlation Coefficient with the aid of (SPSS version 14.0). It was found that celebrity contagion dimensions – trustworthiness, and physical attractiveness affects the advertising success measures of market share and repeat purchase of these telecommunications firms. We, therefore, recommend that in the long term, telecommunication companies might find it more cost-effective to create their own spokesperson because of the risk of possible characteristics changes or negative associations of celebrity endorsers.