Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or because of both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the credibility of commercials. Research has proven that celebrity endorsement does cast its impact, but other schools of thought attest the contrary. This study moves on the same line and affirms the impact of celebrity endorsement on customers' buying intention. It will identify the factors that lead to celebrity's influence on audience and also examine the effect of celebrity endorsement in advertisement. The study will examine celebrity endorsement from a strategic perspective and the impact of social networks on an organisation's celebrity endorsement strategy.The study will focus on the way the audience receive, associate and identify with the product and social influence it creates.The purpose of this paper is to help organizations, business people and media to understand the importance of advertising as well as the best ways and tools to use in developing messages for advertisements to reach their target audience. This study will help marketers in making the right choice of celebrities to use in endorsing advertisements as well as considering how far advertisement will be effected. This paper will critically analyze how celebrity endorsement in advertisement as a tool affects and influences people's opinions in marketing and its effect in the society compared to other forms of advertising. The methodology of collecting data for this paper will be through secondary research which will involve reviewing relevant literature such as journals, articles, texts, print media, social media and electronic media in this area of study. The data collected will be qualitative and quantitative which will be analysed and presented in forms of charts and tables.

This study was an investigation of the effectiveness of interpersonal communication channels in aiding diffusion and adoption of zero grazing innovation in Tot Division, Kenya. The problem of this study was that past innovation-diffusion studies have had limited focus on the importance of interpersonal communication channels on diffusion and adoption of zero grazing as an agricultural technology, hence a gap that demands specific studies are undertaken to fill it. The study's general objective was to explain the efficacy of interpersonal communication in the diffusion and adoption of zero grazing. The target population for this descriptive study was dairy farmers in Tot Division. The descriptive research design adopted insulated the variables from manipulation. The study sample comprised of participants for five Focus Group Discussions (FGDs) and one Key Informant Interview (KII) in five locations. Purposive sampling was based on those informants who are informative, experienced, and analytical, and had been recommended by multiple sources, with each focus group having eight participants. The key data collection instruments were interview guide for FGDs and interview schedule for KII. Data analysis has been based on qualitative methods such as content analysis, discourse analysis, and interpretive techniques. Although interpersonal communication channels were widely used in the study area, the researcher recommends further studies to establish the role of mass media in augmenting interpersonal channels of communication in the diffusion and adoption of agricultural innovations, particularly in communities with lower penetration level of mass media.

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Reading in the 21 st century networked society is no longer confined to the print reading. The scope of the reading has extended to the Internet sources that changed the traditional reading culture of the readers. The present study was conducted to identify the impact of the Internet surfing on the reading culture of secondary school teachers in Kigumo Sub County. The objectives of the study were to find out the influence of the internet on the reading culture of secondary school teachers in Kigumo Sub County, to determine the level of accessibility of the internet among secondary school teachers in Kigumo Sub County, to establish the level of utilization of the internet among secondary school teachers in Kigumo Sub County and to assess the preference of digital reading to print reading among secondary school teachers in Kigumo Sub County. Questionnaires that were designed purposefully to provide answers to the research questions were administered to teachers randomly selected in Kigumo Sub County. The study population comprised all the 328 teachers in the 36 secondary schools in Kigumo Sub County. A pilot test was conducted to detect weaknesses in design and instrumentation. Data analysis was done by use of descriptive statistics namely; mean mode, percentages, tables and bar graphs. Results reveal that the reading behavior of the online readers is in transition as the Internet surfing has increased non-sequential reading, interactive reading, superficial reading, and extensive reading and at the same rates is responsible for decreasing concentrated and indepth reading. Marshall McLuhan theory among others was used as the theoretical framework to explain the variables used in the research. From the findings recommendations were made that Readings should be promoted through partnership collaboration between the public and private sectors such as publishers, booksellers, librarians to encourage readership campaign, proper training of internet use should be provided to the teaching staffs to accelerate access to different electronic sources of information and support their teaching activities and that online

Purpose: The study sought to establish the influence of abstinence communication campaigns on prevention of HIV and AIDS among undergraduate university students in Kenya. Materials and Methods: The study employs a descriptive research design, with the focus on undergraduate students from all the seventy-four universities. Sample size determination was done as follows where the Fisher’s formula was used to select an appropriate sample from the populated to be targeted. The study thus, targeted 384 undergraduate students. In order to avoid biased results, the study excluded the respondents who participated in the pilot study. The study used qualitative as well as quantitative which prior to analysis, was sorted to ensure completeness. Quantitative data was collected using three hundred and eighty-four semi-structured questionnaires. On the other hand, qualitative data was collected by use of seven Key Informant Interview (KII) guides. Coding of the responses was done, in order to enable the data to be recorded into SPSS software. The quantitative information was investigated descriptively and inferential statistics were drawn by the use of Statistical Package for Social Sciences (SPSS variant 21.0). Results were then presented in tables, diagrams and charts. Qualitative data collected from the open-ended part of the questionnaire was analyzed using content analysis and the results were presented in prose form. Results: The findings revealed that medium of delivery and prevention of HIV and AIDS are positively and significantly related (β=0.391, p=0.023). Likewise, frequency of abstinence and prevention of HIV and AIDS are positive and statistically related (β=0.399, p=0.003). The table further indicates that source of the abstinence campaign messages and prevention of HIV and AIDS are positive and significantly related (β=0.351, p=0.001). Upon interacting the stakeholder intervention in the model, it was found to be positively and significantly related as shown by (B=0.033, p=0.009). Unique contribution to theory, practice and policy: The cultivation theory may be used to anchor future studies in abstinence communication campaigns. The study recommended that students in universities are encouraged to get tested and know their status; the university management needs to scale up the awareness strategies to students on the need to practice safe sex to prevent HIV infection for future healthy and capacitated generation; the government through the ministry of health needs to invest in propagating the messages by use of the interactive, student-centered methods of teaching, rather than heavily didactic ones, which has been proven to be more successful.