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AGINA, Anulika and EKWEVUGBE, Akpevwe (2017) 'Celebrity Endorsement of Political Aspirants and its Effects on College Students in Lagos.' Journal of African Media Studies, 9 (3). pp. 487-505.

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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.

Item Type: Journal Article
SOAS Departments & Centres: Departments and Subunits > School of Arts
ISSN: 2040199X
Copyright Statement: This is the version of the article accepted for publication in Journal of African Media Studies published by Intellect doi: 10.1386/jams.9.3.487_1 Accepted version downloaded from SOAS Research Online: http://eprints.soas.ac.uk/32045
DOI (Digital Object Identifier): https://doi.org/10.1386/jams.9.3.487_1
Date Deposited: 05 Dec 2019 14:52
URI: https://eprints.soas.ac.uk/id/eprint/32045

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