Influence of celebrity endorsement and digital marketing on youth purchasing decisions: a comparative study of Ikorodu area

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Mustapha Yusuf Ismaila
Olowo Ahmed Abdulganiyu
Abdulquadri Abdulazeez Olamide
Bankole Janet Oluwasey

Resumen

In recent years, the continuous increase in the population of Nigeria, especially the youthful population who are characterized by innovative and dynamic needs, necessitates business firms to adopt opposite programmes and strategies to meet the
needs of this segment of the market. Therefore, this study examined the influence of celebrity endorsement and digital marketing on youth purchasing decisions. The study utilized primary sources to gather the required data, and a sample size of 397 people,
consisting of youths between the age of 15-35 years residing in Ikorodu L.G.A. was selected from the study’s population. Pearson moment correlation was used to test the formulated hypotheses, and the data was analyzed through the aid of SPSS version 23. The study finding revealed that source trustworthiness influences youth purchasing decisions more than social media engagement. More so, online reachability influences youth purchasing decisions than source alignment and that digital campaign has more effect on the youth purchasing decisions than source attractiveness. It was concluded that digital marketing has more effect on youth purchasing decisions compared to celebrity endorsement. It was recommended that organizations with youthful target audiences adopt more digital marketing strategies as it influenced youth purchasing decisions than a celebrity endorsement.

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Yusuf Ismaila, M., Ahmed Abdulganiyu, O., Abdulazeez Olamide, A., & Oluwasey, B. J. (2022). Influence of celebrity endorsement and digital marketing on youth purchasing decisions: a comparative study of Ikorodu area. Economía & Negocios, 4(1), 3–16. https://doi.org/10.33326/27086062.2022.1.1346
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Biografía del autor/a

Mustapha Yusuf Ismaila, University of Ilorin, Ilorin, Nigeria

Bagged his B.Sc., MBA and Ph.D. from Usmanu DanFodiyo University, Sokoto, Nigeria. This is complemented with an M.Sc. in Business Administration from University of Ilorin, Ilorin, Nigeria. He is an Associate Professor at the Department of Marketing, University of Ilorin, Nigeria and a marketing and management consultant. His research interest areas are Marketing Management, Strategic Marketing. Marketing Logistics, Islamic Marketing, Entrepreneurship Development and Entrepreneurship Education. He was a former Deputy Director, Technical and Entrepreneurship Centre (TEC), University of Ilorin, Ilorin, Nigeria and a former Acting Head, Department of Marketing at the same university. He is currently the PG Coordinator of the Department of Marketing and Editor-in- Chief of Ilorin Journal of Marketing. He is a certified professional member of Nigerian Institute of Management, Nigerian Institute management consultant, National institute of marketing of Nigeria.

Olowo Ahmed Abdulganiyu, University of Ilorin, Ilorin, Nigeria

Received the bachelor’s degree in Business Administration from the University of Ilorin, Nigeria and master’s degree in Marketing from the University of Lagos, Akoka, Nigeria. He is currently pursuing the Ph.D. degree in Marketing with the University of Lagos, Akoka, Nigeria. His experience includes directing various undergraduate courses, consulting activities, and collaborations with public and private organizations in developing practical strategies. He has carried out educational and work virtualization research projects in relation to business management, marketing, and entrepreneurship being his line of research. He is currently an Assistant Lecturer at the Department of Marketing, Faculty of Management Sciences, University of Ilorin, Ilorin Nigeria.

Abdulquadri Abdulazeez Olamide, University of Ilorin, Ilorin, Nigeria

Is a graduate of University of Ilorin, Ilorin Nigeria and University of Lagos, Akoka, Nigeria respectively where he obtained both his undergraduate and postgraduate degree with specialization in marketing (i.e., B.Sc. Marketing and M.Sc. Marketing) respectively. He is currently an Adjunct Lecturer at the Department of Marketing, University of Ilorin, Ilorin Nigeria.

Bankole Janet Oluwasey, Nigerian Railway Corporation, Lagos State, Nigeria

Obtained her first degree from the River State University where she graduated with Second Class Upper division (B.Sc. Marketing) and she also received her master’s degree in marketing from University of Lagos, Akoka, Nigeria. She is currently pursuing her Ph.D. degree in Marketing from the University of Lagos, Akoka, Lagos Nigeria. Her experience collaborations with private and public organizations in developing solution- oriented strategies. She has participated in research projects and different papers, courses, and articles in various conferences and programs on entrepreneurship, and management nationally. She currently works at the Public Relations Unit, Nigerian Railway Corporation, Headquarters, Ebute-Metta, Lagos State, Nigeria.

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