EFFECT OF CELEBRITY ENDORSEMENT ON SUCCESSFUL PRODUCT LAUNCH CAMPAIGN IN TANZANIA: CASE OF AIRTEL TELECOMMUNICATION COMPANY

Abstract

ABSTRACT This study investigates the impact of celebrity endorsement on the effectiveness of product launch campaigns in Tanzania, focusing on Airtel Telecommunication Company. The primary aimed to assess how brand awareness, consumer trust, and emotional connection influence successful product launches. A pragmatic research philosophy underpins the quantitative approach, employing a descriptive research design to collect data from a sample of 204 respondents, comprising Airtel employees and customers. Data were gathered through structured questionnaires and analyzed using tool Statistical Package for the Social Sciences (SPSS). The results indicated that there is a moderate emotional bond with Airtel's brand; however, this emotional attachment does not strongly correlate with the success of product launch campaigns. In contrast, it is consumer trust that significantly impacts the effectiveness of these campaigns and plays a vital role in shaping purchase intentions. Additionally, while brand awareness reflects a generally positive view of Airtel’s marketing initiatives, the findings also suggest that increased brand awareness does not automatically translate into successful outcomes. While each factor contributes to campaign success, prioritizing consumer trust and further cultivating emotional connections are vital strategies for enhancing product launch outcomes. Recommendations include the implementation of emotionally resonant advertising, transparent communication regarding product claims, and fostering ongoing engagement through interactive marketing. Future research should explore the effectiveness of varying celebrity endorsements across different demographic segments and investigate innovative engagement strategies in product launches. Overall, enhancing brand strategies that encompass these dimensions can significantly elevate Airtel's marketing effectiveness in Tanzania's competitive telecommunications sector.