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September 10, 2025Gusau Journal of Sociology

Influence of Celebrity Endorsements on Consumer Buying Habits of Nivea Products in Ado-Ekiti-Nigeria

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Authors

MRMustapha Olalekan RufaiCJChristianah Oluwafisola JoshuaLILawrence Ibitoye

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Overview

This research shows celebrity endorsements influence buying habits and brand loyalty of NIVEA products, suggesting potential risks from negative publicity.

Key Points

  • Celebrity endorsements significantly influence consumer buying habits for NIVEA products, enhancing brand connections.
  • Findings revealed that emotional connections from endorsements improve trust and drive purchase decisions in consumers.
  • The study utilized questionnaires to assess consumer perceptions and responses to celebrity endorsements in-depth.
  • Maintaining transparency and authenticity in endorsements is crucial for NIVEA to mitigate risks from negative publicity.

Cite This Study

Rufai et al. (2025) studied this question.

synapsesocial.com/papers/68c1c32e54b1d3bfb60f157ahttps://doi.org/10.57233/gujos.v4i4.13
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1EFFECTIVENESS OF CELEBRITY ENDORSEMENT IN ADVERTISING AND ITS INFLUENCE ON BRAND LOYALTY AMONG NIGERIAN CONSUMERS (A STUDY OF ENUGU URBAN RESIDENTS)2025
  2. 2The impact of television advertisement exposure on consumer purchasing behavior: A case study of NIVEA's campaign2025
  3. 3INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION: BRAND AWARENESS & BRAND PERCEPTION AS MEDIATORS2024
  4. 4IMPACT OF CELEBRITY ENDORSEMENTS ON SALES PERFORMANCE: A STUDY OF THE BEVERAGE INDUSTRY IN GHANA2024
  5. 5Effect of Celebrity Endorsements on Consumer Purchase Intentions in Africa2024 · 1 citations