THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTIONS AMONG GEN-Z IN KANO, NIGERIA: THE MEDIATING ROLE OF CULTURE

Abstract

Social media platforms enable direct celebrity-fan interaction which creates a stronger marketing impact from celebrity endorsement because
digital technology has improved this method. The research examines how celebrity endorsement affects Generation Z consumers in Kano Nigeria
through their buying behavior while cultural factors serve as a mediating element. The research investigates which three main components of
celebrity endorsement which include trustworthiness expertise and attractiveness affect Gen Z consumer decision-making during their buying
process. The researchers used a quantitative research method to collect data from Generation Z consumers in Kano State through structured
questionnaires. The study investigates how cultural values function as mediators between celebrity endorsement attributes and consumer purchase
intentions. The unique socio-cultural and religious characteristics of Kano create an environment where culture determines how people
understand celebrity endorsement and react to advertising communications. The research results will demonstrate that trustworthiness and
attractiveness lead to consumer purchase intention through cultural elements which function as intermediaries. The research expands existing
knowledge about celebrity endorsement by studying cultural elements in a northern Nigerian context. The study provides marketers with usable
information about how to create endorsement strategies which respect cultural differences while effectively reaching Generation Z consumers.