Mountain Top University Library

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