Authors: Monaliza Armah1 | Harriet Fosua Attafuah2
1Lecturer, African University College of Communications
2Assistant Librarian, University of Energy & Natural Resource
This research focuses on the use of celebrities in advertisement and its influence on consumer purchase decisions of mobile telecommunication. The study seeks to investigate how consumer make purchase decisions of the telecommunication services. This research which was undertaken at the various telecommunication services. This research was conducted using primary data sources. The field data collection involved an initial visit to the various mobile communication services and making a general assessment of the various layouts. This was followed by interviews, observations and the use of questionnaires. The measures include customer attitude towards celebrities in making purchase decisions, attitude towards customers and celebrities’ appearance. From the discussion, it could be seen that management sees their customers as an essential part of the business operation and for that their choice of celebrities is a major priority. In view of this, management has set in place means of satisfying their customers to their maximum benefits, among them are: providing customers with celebrities with clean sheet record, handling customers’ complains and also reducing the probability of choosing unpopular celebrities. The research found that these measures have increased customers’ commitment thus retaining the existing customers and winning more customers.
Keywords: Celebrities Advertisement, Consumer Purchasing Decisions, Mobile Telecommunication