Impact of Celebrity Endorsement on Consumer Online Behaviour

This book is a must-read for any business owner or marketer seeking to thrive in Nigeria''s modern-day market. With the rate of social media growth in Nigeria currently in double digits it has become an attractive tool for marketers to engage directly with their target consumers. As more organisations brands startups and SMEs continue to use social media to connect with their consumers it is imperative to understand the impact of these marketing tools on consumer purchasing behaviour. Furthermore with the increasing rate of celebrity brand endorsement in Nigeria it has become a norm for businesses to adopt this marketing strategy. Celebrity endorsement has proven to be an effective way to reach more consumers and increase brand awareness. However it is crucial to understand the impact of these endorsements on consumer buying behaviour. This book explores the influence of social media and celebrity endorsements on consumer purchasing behaviour in Nigeria providing valuable insights for organisations and businesses.