Abstract

The article examines the concept of celebrity endorsement and how it helps to enhance patronage of Fast Moving Consumer Goods (FMCG). It evaluates the assumption that using celebrities to endorse a brand could enhance patronage of the brand. The paper looks at how celebrity influence could be determined by media reportage, referrals, social media buzz, and viewings, repeatedly generated by the brand in association with the celebrity within a period. The article argues that celebrity endorsement influences consumer patronage of FMCG brand, aside noting that the influence of celebrities on consumer patronage is however not in isolation as there are ancillary activities such as advertising, media relations, events and sales promotion. They additionally benefit from the star power and influence of the celebrity to promote the brand. Brands in the FMCG space need, therefore, embrace celebrity endorsement, as a tool to enhance patronage by consumers, just as there should be due diligence in the selection and contract agreement with celebrities before they are engaged for brand promotion.

Key Words: Celebrity, Endorsement, Brand, Fast Moving Consumer Goods

JCMR Journal of Communication and Media Research, Vol. 13, No. 1, April 2021, pp. 72 – 76

© Association of Media and Communication Researchers of Nigeria (AMCRON).

About the authors

*Abiodun Adeniyi, Ph.D. is an Associate Professor and Head, Department of Mass Communication, Baze University, Abuja. He had his first degree from the Ahmadu Bello University, Zaria, after which he worked for The Guardian Newspapers, Nigeria, covering various beats in Lagos and Abuja, for more than a decade. He won the British Chevening Scholarship in 2003 to study International Communications at the University of Leeds, England and began his Ph.D. research immediately after his Master’s Degree programme at the same University. He was awarded his doctorate degree in Communication Studies in 2008. 

**Ismail Isah is a communications teacher and researcher in the Department of Mass Communications at Baze University, Abuja. He is an alumnus of the School of Media and Communications of the Pan-Atlantic University, Lagos and holds a Bachelor of Arts degree in Mass communication from Bayero University Kano, a Masters’ Degree in Mass communications from the University of Lagos and currently a PhD. Candidate in Media Arts at the University of Abuja, Nigeria.

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Article Citation

Adeniyi, A. & Isah, I. (2021). Celebrity endorsement and patronage of fast moving consumer goods in Nigeria. Journal of Communication and Media Research, 13 (1): 72 – 76.