School of Journalism and Mass Communication

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Browsing School of Journalism and Mass Communication by Author "Dachi, Kahenga Hillary"

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    Celebrity endorsement and behaviour change: a case study of the “Malaria Haikubaliki” Campaign in Tanzania.
    (University of Dar es Salaam, 2013) Dachi, Kahenga Hillary
    The study sought to examine efficacy of celebrity endorsement approach to behavioural change. The specific objectives of this study included to examine the perceptions and attitudes of Tanzanians on the use of celebrities as behavioural influence models and explain its place in achieving the objectives of the “Malaria Haikubaliki” campaign. The study was done in Dar es Salaam City, specifically in its three administrative districts, namely Kinondoni, Ilala and Temeke. From each district, 67 respondents were selected thus making a total of 201. The main tool that was used for data collection was a 9-item questionnaire. The research design for this study was quantitative and the method of data analysis was descriptive and comparative in which the frequencies and correlation coefficient measures were calculated using Statistical Package for Social Sciences (SPSS). The study’s findings indicated that celebrity endorsement influences the target audiences behaviour by making them take personal responsibility in the fight against Malaria. The study also revealed that the demographic attributes of the respondents had no correlation with their perception of the use of celebrities to endorse the message of the “Malaria Haikubaliki “campaign. Majority of respondents expressed positive attitudes towards the celebrities used to endorse the campaign message. From the findings of this study it can be concluded that the celebrity endorsement approach is efficient as long as the targeted audience perceives it positively. Recommendations have been provided to two groups of stakeholders: Behavioural change campaign organizers and celebrities. The first group is advised to conduct prior assessment of the targeted population in terms of their perceptions about celebrity endorsement. The second group is advised to protect their personality from being tarnished in order to be positively perceived by the audience and thus aid in the achievement of campaign objectives.