Abstract

Despite the growing importance of sustainable tourism and the increasing use of celebrity endorsements in tourism, there is a lack of research on the impact of celebrity endorsements and the role of social media in promoting sustainable tourism practices and influencing consumer behavior. The current study explores the impact of celebrity endorsements and social media platforms on promoting sustainable consumer behavior in the Nigerian tourism. Using mixed method, the study analyzes online documents and social media sentiments using Mentionlytics software. The findings suggest that celebrity endorsements and social media platforms have a significant impact on sustainable consumer behavior. The results further suggest that political celebrities engage followers on social media, enabling them to promote sustainable tourism, and that Mentionlytics software can quantitively analyse online data. The current study contributes to the literature on sustainability and celebrity endorsement, offering insights for destination marketers and policymakers in the tourism industry.

Keywords: Celebrity endorsement, Nigeria, social media, Sustainable consumer behavior, Tourism industry