Version 1
: Received: 29 June 2024 / Approved: 1 July 2024 / Online: 1 July 2024 (08:11:38 CEST)
How to cite:
Onyeama, A. E.; Kayaman, R. Exploring the Impact of Celebrity Endorsements and Social Media Platforms on Sustainable Consumer Behavior in Nigerian Tourism. Preprints2024, 2024070010. https://doi.org/10.20944/preprints202407.0010.v1
Onyeama, A. E.; Kayaman, R. Exploring the Impact of Celebrity Endorsements and Social Media Platforms on Sustainable Consumer Behavior in Nigerian Tourism. Preprints 2024, 2024070010. https://doi.org/10.20944/preprints202407.0010.v1
Onyeama, A. E.; Kayaman, R. Exploring the Impact of Celebrity Endorsements and Social Media Platforms on Sustainable Consumer Behavior in Nigerian Tourism. Preprints2024, 2024070010. https://doi.org/10.20944/preprints202407.0010.v1
APA Style
Onyeama, A. E., & Kayaman, R. (2024). Exploring the Impact of Celebrity Endorsements and Social Media Platforms on Sustainable Consumer Behavior in Nigerian Tourism. Preprints. https://doi.org/10.20944/preprints202407.0010.v1
Chicago/Turabian Style
Onyeama, A. E. and Ruchan Kayaman. 2024 "Exploring the Impact of Celebrity Endorsements and Social Media Platforms on Sustainable Consumer Behavior in Nigerian Tourism" Preprints. https://doi.org/10.20944/preprints202407.0010.v1
Abstract
The current study explores the impact of celebrity endorsements and social media platforms on promoting sustainable consumer behavior in Nigerian tourism industry. The study employs Mentionlytics software to analyze online documents and examine how political celebrities and social media platforms (Twitter and Facebook) influence consumer behavior and decision-making processes within the tourism industry. The findings in phase 1 suggest that celebrity endorsements and social media platforms have a positive impact on sustainable consumer behavior. The results in phase 2 suggest that political celebrities engage followers on Facebook based on the 70% share. However, no engagement was found on Twitter based on the zero percent (0%) share, suggesting that Facebook enables political celebrities to promote sustainable tourism. The study contributes to the literature on sustainability and celebrity endorsements, offering insights for destination marketers and policymakers in the Nigerian tourism industry.
Keywords
Celebrity endorsement; social media platforms; sustainable consumer behavior; Nigerian tourism
Subject
Social Sciences, Tourism, Leisure, Sport and Hospitality
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
