Transferred affection: Celebrity influencers as enablers of brand loyalty of smartphones in Nigeria’s emerging market

Historically, corporations have leveraged the popularity of renowned celebrities as influencers to market their products in the hope that prospective clients will mimic the choice of these celebrities. This practice has become popular in recent times with the emergence of diverse social networking sites. With huge financial resources expended in retaining these celebrities, the question is whether the success achieved by brands can be attributable to them. This study investigates the use of celebrity influencers in building popularity and loyalty for American (iPhone), Korean (Samsung), and Chinese smartphones in the emerging Nigerian market. It employs a quantitative, cross-sectional design, working with 416 respondents. The findings indicate that the iPhone is the most popular brand in Nigeria and suggest that although participants express excitement with the notion of celebrity influencers and endorse their use in promotional pursuits, they hold the belief that the popularity of these brands cannot be attributable to the use of celebrities. It goes further to state that using celebrities may not foster brand loyalty. The study concludes that while it makes marketing sense, and indeed is exciting to use celebrity influencers in marketing activities, without other factors in consideration, such a strategy will not inspire customer loyalty.