O'Connell-Grennel, FodhlaAdeyemo, Adewunmi2024-05-292024-05-292023https://dspace.griffith.ie/handle/123456789/535Celebrity endorsement is becoming a norm in the advertising world, and every organisation is taking advantage of this great practice. The traditional media utilises this strategy in product promotion, and it has yielded great success. Social media is the new communication weapon in the hands of advertisers, its great power to break boundaries and reach the most obscure places on earth has made it the best way to reach out to audiences far and wide. Celebrities and social media influencers are using social media to bring their loved ones together on a platform. Instagram is one of the most popular platforms for celebrities to communicate as well as endorse products. Their followers react as well as accept their testimonials about the products. This study investigates the Instagram pages of four celebrities with the most followers on Instagram to know whether their profession is connected to the product endorsed. This study was carried out by establishing a quantitative content analysis of the Instagram pages of Cristiano Ronaldo, Lionel Messi, Ariana Grande, and Selena Gomez, by studying their posts within seven months. It was found that only the two male, celebrities Cristiano Ronaldo and Lionel Messi had endorsed posts connected to their profession as a footballer, while the other two female celebrities, Selena Gomez and Ariana Grande did not have any of their endorsed post connected to their profession as singers or actresses. Also, the study revealed that Lionel Messi’s endorsed picture and video posts attract more likes than Cristiano Ronaldo’’s posts. Also, Selena Gomez’s endorsed picture and video posts attract more likes than Ariana Grande’s posts.Celebrity endorsementSocial media influencersThesis