INFLUENCE OF CELEBRITY ENDORSEMENT ON VOTING BEHAVIOUR OF EKITI STATE RESIDENTS IN EKITI STATE GUBERNATORIAL ELECTION IN 2022

Abstract

Endorsement from celebrities is gradually gaining ground for awareness creation and to influence voting behaviour during electioneering campaign. This study aims to examine the influence of celebrity endorsement on voting behaviour of Ekiti state residents during 2022 Ekiti state gubernatorial elections. The study was anchored on Source Credibility Theory. With a sample size of 208 and a descriptive survey design, the study found that the major factor that attracted Ekiti resident to vote was civic responsibility, followed by the candidate’s preference. Other factors that influence voting behaviour during the 2022 Ekiti Governorship election include, monarchs, clergy and family heads. The study concluded that celebrities’ endorsement alone does not necessarily influence electorates to vote for political candidates. The study recommends that choosing of credible candidates should be the focus of Political Party leaders before bringing on board any celebrity to endorse their candidates.