Globacom Ghanatele Communication Mobile Network and the Use of Celebrity Endorsement on Consumer Purchasing Decision (Case Area -Dodowa, Dangme West District, Greater Accra Region, Ghana)

Abstract

This study discusses Globacom Ghana Telecommunication Mobile Network and the use of celebrity endorsements as a marketing strategy to influence consumer purchasing decision. Companies and organizations around the world and Ghana in particular use celebrities to endorse their products and services; with the aim to persuade, push and encourage consumers purchasing interests and decisions making to patronize their products and services. The study examines the effectiveness of celebrity endorsement on consumer purchasing decision, specifically on Globalcom Ghana Telecommunication Mobile Network.  The objective of the study is to investigate the effectiveness of celebrity endorsement on consumer purchasing decision on Globacom Ghana Telecommunication Mobile Network, using Dodowa in the Dangme West District of the Greater Accra Region, Ghana as a study area.The study is an explorative and uses survey method for the data collection. The sampling size of the study is 100 respondents, representing subscribers of registered and non- registered Small Medium Enterprises (SMEs) of Globacom Ghana Telecommunication Mobile Network at Dodowa in the Dangme West District of the Greater Accra Region. The study involves both primary and secondary sources for data collection; purposive and convenience sampling techniques to identify respondents for the study. The instrument for the study is a well-structured questionnaire administered on the spot through face to face qualitative data collection and quantitative for the demographic data.