Celebrity Endorsement in the Insurance Industry in Ghana. A Case of Bima (A Microinsurance Company)

Abstract

Celebrities are people well known in public either because of their credibility or attractiveness. Advertisers usually leverage this by using celebrities in their advertisement to increase the effectiveness of commercials. Research has proven that celebrity endorsement does cast its impact, but other schools of thought attest the contrary. This study moves on the same line and affirms the impact of celebrity endorsement on customers’ buying intention. This study will examine the effect of celebrity endorsement in an advertisement on consumers and identify the factors that lead to celebrity endorsements on consumers. The study will explore the effect of using celebrity as brand ambassadors on consumer buying behaviour. The purpose of this paper is to help organizations, business people, and media to understand the importance of advertising as well as the best ways and tools to use in developing messages for advertisements to reach their target audience. This study will help marketers from the insurance industry in making the right choice of celebrities to use in endorsing advertisements as well as considering how far advertisement will be affected. This paper will critically analyze how celebrity endorsement in advertisement as a tool affects and influences people’s opinions in marketing and its effect in the society compared to other forms of advertising. The methodology of collecting data for this paper will be through secondary research which will involve reviewing relevant literature such as journals, articles, texts, print media, social media, and electronic media in this area of study. The data collected will be qualitative and quantitative which will be analyzed and presented in forms of charts and tables.