ACCIDENTAL CELEBRITY ENDORSEMENT AND CONSUMER BEHAVIOR (CASE STUDY OF INSTAGRAM AND TWITTER)

                                                                     INTRODUCTION

1.1       Background to the Study 

Today, one of the most prevalent forms of advertising is through the use of celebrity endorsement. In fact celebrity endorsers are being used extensively in almost all television advertisements for the promotion of different brands, products and services. Marketers invest huge amounts of money in contracts with celebrity endorsers each year, with the belief that celebrities affect the process of selling of their brands or products positively. Marketers use celebrity endorsement in order to help in easy brand recall especially during purchasing situations.

ROLE OF FEMALE PRESENTERS IN THE NIGERIAN BROADCASTING MEDIA

INTRODUCTION

1.1              Background to the Study

It is the general saying that “what a man can do, woman can do better”. The role and importance of women in not only in the society but also in the organizations remains issues of serious concern and debate. In every society, especially in Africa, attitudes, perception and feelings regarding the role of women in the society are a major factor in deciding their status.