AGENDA SETTING THEORY AND THE INFLUENCE OF CELEBRITY ENDORSEMENT ON BRAND ATTITUDE OF MIDDLE CLASS CONSUMERS IN LAGOS, NIGERIA BY AKASHORO GANIYU OLALEKAN MATRIC. NO: 959009055 B. Sc. (Mass Comm., UNILAG), M. Sc. (Mass Comm., UNILAG) Department of Mass Communication, School of Postgraduate Studies, University of Lagos, Lagos, Nigeria May, 2013 1 AGENDA SETTING THEORY AND THE INFLUENCE OF CELEBRITY ENDORSEMENT ON BRAND ATTITUDE OF MIDDLE CLASS CONSUMERS IN LAGOS, NIGERA BY AKASHORO GANIYU OLALEKAN MATRIC. NO: 959009055 B. Sc. (Mass Comm., UNILAG), M. Sc. (Mass Comm., UNILAG) Department of Mass Communication, University of Lagos, Lagos, Nigeria THESIS SUBMITTED TO THE SCHOOL OF POSTGRADUATE STUDIES, UNIVERSITY OF LAGOS, IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF DOCTOR OF PHILOSOPHY (Ph.D) IN MASS COMMUNICATION MAY, 2013 2 DECLARATION I declare that this Ph.D thesis was written by me. I also declare that this thesis is the result of painstaking efforts. It is original and it is not copied. ………………………………………………………………. Ganiyu Olalekan Akashoro (Mr) Department of Mass Communication Faculty of Social Sciences, University of Lagos, Lagos State, Nigeria. [email protected] [email protected] Date:………………………………… 3 CERTIFICATION This Ph. D thesis has been examined and found acceptable in meeting the requirements of the postgraduate School of the University of Lagos, Akoka, Lagos State, Nigeria. …………………………………… Dr. Abayomi C. Daramola Supervisor ………………………………………….. Dr. Abigail O. Ogwezzy-Ndisika Supervisor …………………………………. Dr Victor Ayedun-Aluma Departmental PG Coordinator …………………………………… …………………… Dr. Abayomi C. Daramola Date. Acting Head of Department 4 DEDICATION This work is dedicated first and foremost to Allah, most gracious, most merciful (God Almighty), the only source of true knowledge, understanding, as well as the bestower of true and authentic wisdom. He is, and has always been truly my strength, my stronghold, my shield and my defender, my fortress, protector and my refuge at all times. He kept me alive by His power and gave me special ability and grace to start and complete this work. Without Him, I could not have carried out this research. To Him alone be all the glory, honour, power, dominion, adoration, praise, and splendor forever. I also dedicate the work to the living and loving memories of my late parents: Mr Yayha Akashoro, who had died before I became an undergraduate, and Alhaja Simbiat Akashoro , whose death occurred while I was on the last part of this work. They were the persons Allah used as worthy vessels to bring me to this world and to nurture me physically, spiritually, mentally, materially, and in other areas of life. 5 ACKNOWLEDGEMENTS Numerous people contributed to the success of this research. But first and foremost, I want to acknowledge the generous help of Allah, Most Gracious, Most Merciful (God Almighty) who was my backbone throughout the duration of the programme. He provided me with the knowledge, wisdom, good health and understanding as well as the resources to accomplish this task. My gratitude goes to my supervisor, Dr Abayomi Charles Daramola for his meticulous guidance, criticisms, valuable comments and direction at every stage of this work. I am also greatly indebted to my second supervisor, Dr Abigail Ogwezzy-Ndisika, for her intellectual insights and most valued suggestions which enhanced the quality of the work. To the two of you I am very much grateful. I also own a lot of gratitude to my much valued mentor and long standing lecturer, Professor Ralph Afolabi Akinfeleye, for his invaluable support, advice and constant push to complete the work. I appreciate his efforts during the different stages towards the completion of this work. I have been priviledged to drink from his reservoir of scholarship. In class, during the course work, his wealth of teaching experience has been of tremendous help in guiding us and enriching the programme and I am the better for it. I must equally acknowledge the inestimable scholarly assistance of Dr. Victor Ayedun- Aluma who always was at hand physically and on phone to offer suggestions on the work. I also appreciate the contributions of other lecturers in the Department of Mass Communication, University of Lagos, for their encouragement and firing my intellectual curiousity in the course of the programme. In this respect, I am grateful to Dr Charles Chinedu Onwunali, Dr Joseph Adepoju Tejumaiye, Dr Olubunmi Ajibade, Dr Ismail Ibrahim, Dr Ifeoma Amobi, Dr Sunday Oloruntola, Dr Alabi, Tayo Popoola, Mrs Joy-Rita Mogbogu, Mrs Adepite R. Mustaphs-Koiki and a host of others. To you all, I am most grateful. I must not fail to appreciate the invaluable contribution of Dr Adidi Uyo who drilled me thoroughly as my project supervisor at the undergraduate and Master‘s levels. He actually laid the foundation for my understanding and meticulous approach to social-scientific research. I also appreciate the contributions of my colleagues during programme‘s course work, Dr Onjefu Okidu, Dr Bolu John Folayan, Babatunde Savage Julie Ogbeni. I will continue to 6 cherish the intellectual ideas we shared in class and the banters we exchanged in a large measure enriched the contents and focus of this work. I am also greatly indebted to my colleagues at the Adebola Adegunwa School of Communication, Lagos State University for their encouragement and relentless push for me to complete the programme in good time. In this regard, I am particularly grateful to Professor Lai Oso, Dean of the School for his progressive disposition to matters of academics. Apart from appreciating his valued and scholarly comments from the perspective of an experienced researcher which also enriched the quality of this work, his persistent request for updates on my process at different stages of the work strengthened my resolve and willpower towards completing the programme. Others who deserve my appreciation for their encouragement and support throughout the period of the programme include Mr Jimi Kayode, Mr Jide Jimoh, Mr Tunde Akanni, Mr Noeem Thanni, Mr Lanre Biobaku, Mr Jacob Adeoye, Mr Olugbenga Kalejaiye, Dr Rotimi W. Olatunji (Associate Professor), Dr Sunday Alawode, Dr Shofoluwe, Dr Mikhail Ajaga, Dr Jamiu O. Suraj, Dr Yaqub Awodele, Miss Omoye Akhagba, Mr David Oluluoye, Mr Agboola Odesanya, Mr Saeed Adeyemo, Mr Hassan Sulaimon, Mr Femi Olugbogi, Dr Ridwan Adeyemi, Mrs Omolade Atofojomo, Mrs Omolade Sanni, Mrs Ganiyat Adenle, Mrs Raheemat Lawal. And Shaibu Husseini I also appreciate the contribution of Mr Richard Olayinka, my statistician, who was there physically and on phone to attend diligently to my probing questions and clarifications sought during the data processing stage of the work His invaluable contributions enriched the quality of the work. To my dear and lovely wife, Oluwatoyin Omolayo Akashoro and my lovely children, Yusuf, Sulaimon, Ibrahim and Fatimah, you have all been a strong pillar of support in good and difficult times. To my brother, Adeshina in far away Manchester, distance was never a barrier to your invaluable assistance towards a successful completion of this work. Thanks a million. To all my other siblings, you are also appreciated. I cannot forget the moral support I received from my childhood friends, most especially Dr Nafiu Aigoro, Alhaji Abdul Mumin Alao and Alhaji Tunde Hassif. Thanks for being there for me. 7 Finally, my brother-in-law, Prophet Robert Adelusi, your concern and words of encouragement towards a successful completion of this work are highly appreciated. Ganiyu Olalekan Akashoro Lagos, May 2013 8 TABLE OF CONTENTS Page Cover Page i Title Page ii Declaration iii Certification iv Dedication v Acknowledgement vi Table of Contents ix List of Tables xii List of Figures xv List of Appendices xvi Abstract xviii CHAPTER ONE: INTRODUCTION Introduction 1 Background to the Study 6 Statement of the Problem 11 Purpose of Study 14 Research Questions 15 Rationale for the Study 15 Significance of the Study 16 Scope of the Study 19 Operational Definition of Terms 21 CHAPTER TWO: LITERATURE REVIEW 24 Conceptual Review 24 9 Celebrity Advertising 24 Fundamentals of Celebrity Product Endorsement 29 Celebrity Advertising in Nigeria 50 Consumer Behaviour 63 The Concept of Involvement 69 Conceptual Framework 75 Empirical Review 87 Theoretical Framework 101 Agenda Setting Theory of the Media 102 Elaboration Likelihood Model of Persuasion 111 Cognitive Response Theory 122 Summary and Conclusion 131 CHAPTER THREE: METHODOLOGY 133 Research Design 133 The Study Population 136 Sample Size and Sampling Procedure 138 Research Instruments 142 Validity and Reliability of Instruments 145 Data Collection Procedure 148 Method of Data Analysis 151 CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS 153 Demographic Characteristics of the Respondents 154 Answer to Research Questions 155 CHAPTER FIVE: FINDINGS AND DISCUSSIONS 205 Summary of Findings 206 Discussion of Findings 210 10 CHAPTER SIX: CONCLUSION, RECOMMENDATIONS/CONTRIBUTIONS TO KNOWLEDGE AND SUGGESTIONS FOR FURTHER STUDIES 228 Conclusion 228 Recommendations 230 Contributions to Knowledge 238 An Integrated Model of Celebrity Engagement in Advertising Campaigns 240 Limitations of the Study 241 Suggestions for Further Study 242 References 246 11 LIST OF TABLES Page 3.1 Table showing population distribution of selected Local Government Areas (LGAs) 140 4.1 Table 1: Demographic Characteristics of the Respondents 154 Table 2: Influence of Celebrity Presence in Advertisement on Respondents‘ Judgement of Advertising Message