| Title: | Gender Factors in Audience Preference of Celebrity Use in Advertising in Awka Metropolis of Anambra State, Nigeria |
| Author(s): | Peter C. IKEGBUNAM, Rafiatu R. ANIKE & Chioma CHIME-NGANYA |
| Abstract: | This study investigated the differences in audience preference of celebrity use in advertising as a result of gender of the individual, the reason for difference in preference, level of patronage of celebrity endorsed product between male and female and twhich gender is mostly preferred in celebrity endorsement. The study was based on individual difference theory and theory of reasoned action. The Focus Group Discussion (FGD) was used as method of study, to study 84 respondents that were purposively selected from Awka metropolis. The 84 respondents were divided into seven (7) groups of 12 discussants conducted for 35 minutes each of the seven days that the study spanned. Findings revealed that there are differences in celebrity preference between male and female gender. Finding also revealed that beauty and physical shape of the celebrity commands audience preference among others. The study therefore, concludes that individual differences inform preference of celebrities and recommends caution while selecting celebrities in order to ensure that they will not attract negative image for the product instead. |
| Keywords: | Advertising, Celebrity endorsement, Audience preference |
