USE OF MALE CELEBRITIES IN YOUTUBE ADVERTISEMENTS OF STAR AND BUDWEISER AND ITS INFLUENCE ON YOUTH PERCEPTIONS OF, AND ATTITUDE TO ALCOHOL CONSUMPTION

Abstract

It is believed that the media is a contributor to the attitude, behavior, and lifestyles of an individual. This study discusses the influence of male celebrities used in the YouTube advertisement of Star and Budweiser alcoholic beer brands and the alcohol consumption of university students in Nigeria. The study sought to find out the extent to which male celebrities can influence the minds of consumers and also help increase the brand awareness and credibility of Star and Budweiser alcoholic beer brands The study design is a survey and questionnaire was used to collect data from 341 respondents who were purposively sampled. The collected data were analyzed and the results were presented through tables, frequencies, and percentages. The findings of the study revealed that male celebrities have a large influence on consumer perception and brand credibility. YouTube was the major tool used in this study The study recommended the use of male celebrities due to the findings that showed they have a positive influence on consumer purchasing behavior and their appreciation for the brand in general