AFEME, Dorcas Okeoghene <br/><br/>
PERCEPTION OF, AND ATTITUDE TO, CELEBRITY ENDORSEMENT OF WAIST TRAINER APPAREL BY INSTAGRAM USERS IN NIGERIA 

 - Dr. Chinyere Mbaka 
 - Ibafo  Mass Communication  2023 
 - ix;, 94pgs. 
<br/><br/> ABSTRACT<br/>This study was based on Perception of, and Attitude to Celebrity Endorsement of Waist <br/>Trainer Apparel by Instagram Users in Nigeria. The study seeks to assess the perception of <br/>Instagram users to the celebrities used in waist trainer advertisements. It is also to discover <br/>the impact of celebrity endorsement on waist trainer apparel buying behaviour among <br/>Instagram users. In line with the objectives of this research, the instrument of the data <br/>collection was a structured questionnaire, which was distributed using Google Forms to a<br/>sample size of 302 respondents from three selected faculties at the University of Abuja using<br/>the multi-stage sampling technique. The data gathered was thereafter analysed, presented, and <br/>interpreted using the descriptive data analysis technique; by presenting the data in tables. The <br/>results from the data analysis shows that individuals have varying perceptions towards <br/>celebrity endorsements and its influence on brand preferences. Respondents consider costeffectiveness and quality of waist trainer apparel are when making buying decisions. The <br/>project therefore recommends that Brands should emphasize the quality and unique benefits of <br/>their waist trainer apparel, highlighting features such as durability, comfort, and effectiveness <br/>in achieving waist training goals. Also, marketers should regularly monitor the reputation of <br/>celebrities they collaborate with and be prepared to address any issues that may arise. It is <br/>essential to align with celebrities whose values and actions are consistent with the brand's <br/>image and values. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Languages and Literature--Mass Communication