International Journal of Applied Research in Social Sciences, Volume 4, Issue 2, March 2022 Anyadighibe, Etuk, James, & Okpetim, P.No. 9-20 Page 9 CELEBRITY ENDORSEMENT AND CONSUMER BUYING BEHAVIOUR TOWARDS TELECOMMUNICATION SERVICES Dr. Joseph A. Anyadighibe 1 , Dr. Aniebiet Etuk 2 , Edim Eka James 3 , & Bassey Egbai Okpetim 4 1,3,4 Department of Marketing, University of Calabar, Nigeria 2 Department of Marketing, Akwa Ibom State University, Nigeria ___________________________________________________________________________ *Corresponding Author: Edim Eka James Corresponding Author Email: jamesedim@gmail.com Article Received: 28-02-22 Accepted: 10-03-21 Published: 25-03-22 Licensing Details: Author retains the right of this article. The article is distributed under the terms of the Creative Commons Attribution-Non Commercial 4.0 License (http://www.creativecommons.org/licences/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the Journal open access page. ___________________________________________________________________________ ABSTRACT This study examined the influence of celebrity endorsement on consumer buying behaviour towards telecommunication services. It sought to determine the influences of celebrity credibility, celebrity attractiveness and celebrity popularity on consumer buying behaviour towards telecommunication services. Exploratory research design was adopted. Primary data were obtained from 133 telecommunication service subscribers using a structured questionnaire. Data analysis was done using descriptive statistics and multiple linear regression was adopted for hypotheses testing. The study found that celebrity popularity (β = .430; p-value = 0.000 < 0.05) had the highest significant positive influence on consumer buying behaviour towards telecommunication services, followed by celebrity credibility (β = .357; p-value = 0.000 < 0.05) and celebrity attractiveness (β = .215; p-value = 0.002 < 0.05). Therefore, it was concluded that celebrity endorsement has a significant positive influence on consumer buying behaviour in the context of telecommunication services. Consequently, pertinent recommendations were made for possible implementation by industry practitioners. OPEN ACCESS International Journal of Applied Research in Social Sciences P-ISSN: 2706-9176, E-ISSN: 2706-9184 Volume 4, Issue 2, P.No.9-20 , March 2022 DOI: 10.51594/ijarss.v4i2.303 Fair East Publishers Journal Homepage: www.fepbl.com/index.php/ijarss