Paper Title
An Empirical Investigation of the Nexus Between Celebrity Endorsement and Political Patronage Among Nigerian Undergraduate Voting Publics
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Registration ID: IJNRD_186429
Published ID: IJNRD2305359
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Keywords
Celebrity endorsement, Political patronage, Undergraduate students, Voting publics, Nigeria, Developing country.
Abstract
This study aims at investigating the nexus between celebrity endorsement and political patronage among the Undergraduate voting publics in south east, Nigeria. Although, extant literature is gorged with research on celebrity endorsement and patronage behavior, empirical studies that investigate the nexus between celebrity endorsement and political patronage among undergraduates in a typical developing economy like Nigeria are scanty and under-research. Based on the fore goings, survey design was adopted for this study. The study population comprises undergraduate students in selected higher institution of learning in Anambra and Enugu states. The research instrument employed was questionnaire. The research instrument was validated using construct and content validity while the reliability test was conducted using cronbach’s alpha coefficient test. Multiple regression was employed to test the hypothesized relationships between the independent variable (celebrity endorsement) and dependent variable (political patronage). The result revealed that trustworthiness, attractiveness, expertise and congruency have positive and significant effect on political patronage. Based on the findings, we conclude that this study provides empirical support for the nexus between celebrity endorsement and political patronage. On the basis of conclusions, we recommend that political class should capitalize on celebrity endorsement as a means of increasing their acceptability and voters’ patronage during electioneering campaign. Also, political marketing practitioners should intensify their effort in involving celebrity endorsement as a veritable tool for electorates’ acceptability of any political party or candidate in their course of consultation.
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How To Cite (APA)
Ugwu Paschal Anayochukwu & Prof. Titus C. Okeke (May-2023). An Empirical Investigation of the Nexus Between Celebrity Endorsement and Political Patronage Among Nigerian Undergraduate Voting Publics . INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(5), d451-d483. https://ijnrd.org/papers/IJNRD2305359.pdf
Issue
Volume 8 Issue 5, May-2023
Pages : d451-d483
Other Publication Details
Paper Reg. ID: IJNRD_186429
Published Paper Id: IJNRD2305359
Research Area: Social Science and HumanitiesÂ
Author Type: Foreign Author
Country: Enugu, Enugu, Nigeria
Published Paper PDF: https://ijnrd.org/papers/IJNRD2305359.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2305359
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