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.