The Impact Of Celebrity Endorsement On Brand Usage In Telecom Sector

Abstract

The telecom sector of Pakistan is a major sector of economy, because Pakistan is having a large number of subscribers. The objective of telecom industry is to improve services to the customers. The services of telecom industry include accessibility of connectivity (broadband and cellular network) to remote areas and provide packages at affordable prices. In Pakistan telecommunication sector, the transnational investors are directly contributing into the economy by FDI. At national level Pakistan hay PTCL and a regulating body PTA: Pakistan Telecommunication Authority. The telecommunication sector has many opportunities for growth with the increasing scope of ecommerce in Pakistan and there are some challenges associated with this sector too due to flaws of digital infrastructure and low digital literacy. This paper aims to explore the importance of telecom sector, and how its impacting by celebrity endorsement.