Influence of Celebrity Trustworthiness on Purchase Intention of Darling Hair among Female Undergraduates in University of Ilorin: A Qualitative Study

Maryam Timilehin  Lawal; Aisha  Imam Omoloso; Abdulkadir  Oba  La’aro; Rasaq Muhammed Adisa; Patrick  Udende

doi:10.32350/mcr.52.02

Maryam Timilehin Lawal Department of Mass Communication, University of Ilorin, Nigeria https://orcid.org/0009-0009-3856-6687
Aisha Imam Omoloso Department of Mass Communication, University of Ilorin, Ilorin https://orcid.org/0009-0003-6981-7940
Abdulkadir Oba La’aro Department of Mass Communication, University of Ilorin, Nigeria https://orcid.org/0009-0005-2536-1210
Rasaq Muhammed Adisa Department of Mass Communication, University of Ilorin, Nigeria https://orcid.org/0009-0004-3790-2195
Patrick Udende Department of Mass Communication, University of Ilorin, Nigeria https://orcid.org/0000-0002-3042-5961

DOI: https://doi.org/10.32350/mcr.52.02

Keywords: celebrity endorser, consumer distrust, darling hair, online celebrity endorsement, purchase intention

Abstract

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Studies have revealed consumer distrust as a key factor hindering the effectiveness of online celebrity endorsement campaigns, as consumers believe that celebrities do not use the endorsed product. Despite such trends of consumer distrust, Darling (a brand that produces hair extensions for braids and weaves) still employs the endorsement strategy in their online advertisements. This study explores the lived experiences of Darling Hair consumers, examining how their trust in celebrity endorsers featured in Darling Hair online advertisements influences their purchase intention. Qualitative research method was adopted and in-depth interviews were conducted, with the snowball technique on 27 consumers of Darling Hair who are female undergraduates in the University of Ilorin. Thematic analysis was conducted using NVivo 11 software. Thus, the findings show that consumers perceive celebrity expertise and transparency as factors that influence their belief in Darling Hair celebrity endorsers, thereby leading to favourable purchase intentions. The study also reveals that consumers’ perceptions of celebrity product experience and communication consistency foster the dependability of Darling Hair celebrity endorsers, which influences their purchase intention. The conceptualization of celebrity trustworthiness can be viewed from two windows of believability (celebrity expertise and transparency) and dependability (product experience and communication consistency). Hence, the findings provide a roadmap for brands and future research can be conducted on improving online celebrity endorsement strategies. The study recommends that brands should partner with knowledgeable celebrities who understand advertising and the advertised product, while such celebrities should regularly share honest accounts of their product experiences to testify to the truthfulness about their endorsement deals.

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Author Biographies

Maryam Timilehin Lawal, Department of Mass Communication, University of Ilorin, Nigeria

Maryam Timilehin LAWAL holds a Masters of Science degree in Mass Communication from the Mass Communication department of the University of Ilorin, where she specialised in Public Relations and Advertising. She earned her PGDE from Lead City University, Ibadan, and her B.Sc. from Ajayi Crowther University, Oyo. Currently she is a fellow of Teach for Nigeria, working to bridge educational gaps in underserved communities by leveraging strategic reproductive health messaging to build supportive spaces for female students to thrive academically. Her research interests include consumer research, persuasion, media in education, and health communication. She is a member of the Nigerian Institute of Public Relations as well as the Advertising Regulatory Council of Nigeria.

Aisha Imam Omoloso, Department of Mass Communication, University of Ilorin, Ilorin

Dr. Aisha Imam Omoloso is a Senior Lecturer at the Department of Mass Communication, University of Ilorin, Nigeria. Her research interests include Development Communication, Audience Research, Media Production and Media Effects. She has authored and reviewed several articles in local and international journals. She also has journalism and broadcast production experience as reporter, newscaster, producer and programme anchor with the Kwara State Television Service and Taraba Television both in Nigeria.

Abdulkadir Oba La’aro, Department of Mass Communication, University of Ilorin, Nigeria

Dr. Oba Abdulkadir, LA’ARO, is a Senior Lecturer and former Postgraduate Programme Coordinator in the Department of Mass Communication, University of Ilorin. He is currently on sabbatical leave and Acting Head of the Department of Mass Communication, Kwara State University, Malete. At the professional practice level, Dr La’aro is currently a consultant to Gerin fm 95.5, a community radio and a consultant to BizVoice, a magazine publication of the Kwara State Chamber of Commerce and Industry, (KWACCIMA). Dr. La’aro’s research focus is on broadcasting, media literacy and development communication. He has several publications in journals, conference proceedings and book chapter contributions.

Rasaq Muhammed Adisa, Department of Mass Communication, University of Ilorin, Nigeria

Rasaq M. Adisa PhD is a Reader in the department of Mass Communication, University of Ilorin, Ilorin, Nigeria. He holds a Bachelor of Arts Degree in Mass Communication from Bayero University Kano, Master of Science Degrees in Mass Communication from University of Lagos, Post Graduate Diploma in Education (PGDE) of the National Teachers’ Institute Kaduna and PhD in Communication from University Utara Malaysia respectively. Adisa is an experienced and expert in qualitative research using NVivo software.
Adisa can be reached on [email protected] and +234 8164065154 WhatsApp.

Patrick Udende, Department of Mass Communication, University of Ilorin, Nigeria

Dr. Patrick Udende is an Associate Professor, who teaches in the Department of Mass Communication at the University of Ilorin, Nigeria. His research interests include Political Communication, New Media Studies, Public Relations and Advertising. He has published several peer-reviewed articles in both local and international outlets. Dr. Udende is happily married and his marriage is blessed with children.

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