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Technology and media are now integrated in various facets of
society, including social and economic development. This has
allowed for new and innovative methods for aiding in development
initiatives. Impacts of the Media on African Socio-Economic
Development is an essential research publication for the latest
scholarly information on societal and economical dimensions of
development and the application of media to advance progress.
Featuring extensive coverage on many topics including gender
empowerment, international business, and health promotion, this
book is ideally designed for government officials, academics,
professionals, and students seeking current research on social
realities and achieving further development in emerging economies.
This book expounds on the role celebrity advertising performs in
promoting brand loyalty and Chi Vita juice was used as an example
by the researcher. It reviewed relevant literature in the area of
advertising, brand loyalty and consumer behavior. The method
adopted in this study was survey and questionnaire was used as the
instrument of data collection. The result revealed that the
respondents were aware of Chi Vita commercials and such commercials
were perceived to be effective in nature. Also, it confirmed that
the level of the respondents' income doesn't affect their product
loyalty to a brand. The researcher suggested that there should be
more emphasis in the usage of movie celebrities than musical
celebrities in future commercials. In addition, it was pivotal for
changes in the use of celebrity endorsement are properly managed
and planned; this was because the proper usage of a celebrity can
enhance the awareness and patronage of the brand.
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