Influence of Celebrity Endorsement on Women Fertility on Social Media
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Abstract
The study evaluates the influence of celebrity endorsement on women fertility on social media. The study will shed light on the intricate interplay between celebrity influence and reproductive technologies in the digital age. The study examines audiences’ perceptions on surrogacy and IVF, to highlight what audiences feel about the acceptability of surrogacy and IVF in Nigeria. The theories that were adopted in this regard were Social Influence Theory, Diffusion of Innovations Theory and Celebrity Endorsement Theory. The study adopted the positivist approach of research design, which informed the choice of survey as a means of data generation. A structured questionnaire was meticulously designed and administered to a sample of 150 respondents to gather insights into prevailing opinions, cultural acceptability, and the influence of celebrity endorsements on these reproductive technologies. Data collected from the respondents were presented and analyzed using tables, frequency and percentages. The findings revealed that celebrity endorsements wielded a significant influence on women fertility choices regarding surrogacy and IVF in Nigeria, challenging prior assumptions. Additionally, the study underscored the cultural nuances impacting the acceptability of assisted reproductive technologies in the Nigerian context. The study concludes that celebrity endorsements on social media significantly influence women’s fertility choices regarding surrogacy and IVF in Nigeria by destigmatizing infertility, increasing awareness, and providing inspirational narratives. Future research and interventions should continue to explore and support these influences while addressing broader societal factors to ensure equitable access and support for all individuals navigating fertility journeys in diverse cultural contexts.
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