Celebrity Endorsement of Political Aspirants and its Effects on College Students in Lagos

Agina, Anulika; Ekwevugbe, Akpevwe

Abstract

This article examines two main research questions: what factors justify celebrity endorsement as an election campaign strategy given the increasing doubts associated with celebrity involvement in politics? Did celebrity endorsement of political aspirants influence young adults’ voting behaviour during the 2015 elections in Lagos? Using mixed method approaches, and supported by source credibility and celebrity endorsement debates, a survey was conducted with a sample of 375 students of the Yaba College of Technology. Three semi-structured interviews with members of successful campaign teams were also conducted. Our findings revealed that campaign managers have huge confidence in the celebrity endorsement strategy for several reasons and would employ the approach in future. Further, the young people interrogated revealed that two-thirds of them are fans of Nollywood stars and music icons. But they were not influenced to vote on the basis of the celebrities’ say-so. These findings are somewhat consistent with extant literature, but suggest the need for further studies regarding how celebrities translate fandom to votes.

Citation

Agina, A., & Ekwevugbe, A. (2017). Celebrity Endorsement of Political Aspirants and its Effects on College Students in Lagos. Journal of African Media Studies, 9(3), 487-505. https://doi.org/10.1386/jams.9.3.487_1

• Journal Article Type: Article
• Acceptance Date: Nov 12, 2017
• Publication Date: Dec 12, 2017
• Deposit Date: Dec 5, 2019
• Publicly Available Date: Jun 24, 2020
• Journal: Journal of African Media Studies
• Print ISSN: 2040-199X
• Electronic ISSN: 1751-7974
• Publisher: Intellect
• Peer Reviewed: Peer Reviewed
• Volume: 9
• Issue: 3
• Pages: 487-505
• DOI: https://doi.org/10.1386/jams.9.3.487_1