STRATEGIC MARKETING DIMENSIONS THROUGH CELEBRITY’S CREDIBILITY ON CONSUMER PURCHASE INTENTION OF PUBLIC UNIVERSITY STUDENTS
Abstract
Purpose of the Study: This study examined the effect of celebrity credibility on consumer purchase intentions among public university students in Western Kenya, focusing on Ariel detergent. Problem Statement: Despite the widespread use of celebrity endorsements in Kenya by brands such as Harpic, Molfix, and Ariel, many companies still experience inconsistent consumer responses.
Methodology: The study adopted a descriptive research design targeting 57,715 students from Maseno, Masinde Muliro, and Kibabii Universities. A sample of 397 students was selected using Yamane’s formula, with additional input from three Ariel merchandisers in Kakamega, Bungoma, and Kisumu. Data were collected through structured questionnaires and interviews. Reliability was tested using Cronbach’s Alpha (α = 0.72), and validity was confirmed through KMO and Bartlett’s tests. Data were analyzed using descriptive and inferential statistics, including Pearson correlation and linear regression at a 0.05 significance level.
Results and Discussion: Findings revealed a strong positive relationship between celebrity credibility and consumer purchase intention (r = 0.866, p < 0.05). Regression analysis showed that credibility accounted for 75% of the variation in purchase intention (R² = 0.750; β = 0.850, p = 0.000). Respondents emphasised that honest, skilled, and trustworthy celebrities enhanced their willingness to buy Ariel detergent. Merchandisers further confirmed that sales performance often improved when the endorsing celebrity exhibited moral integrity and professionalism.
Conclusion: Celebrity credibility significantly influences consumer purchase intentions. Trustworthy and reliable endorsers build consumer confidence, while negative public perceptions reduce product trust and desirability.
Recommendation: Marketers should select credible, ethical, and relatable celebrities aligned with brand values. Regulatory bodies should guide endorsement ethics, and future studies should explore how credibility interacts with other marketing factors such as brand loyalty and pricing.
Keywords: Strategic Marketing, Dimensions, Celebrity’s Credibility, Consumer Purchase, Intention, Public University Students
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