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Influence of Celebrity Endorsement on Social Media: the Study of Surrogacy and IVF



This quantitative survey research aimed to explore the impact of celebrity endorsements on social media in shaping public attitudes toward surrogacy and in vitro fertilization (IVF). A structured questionnaire was meticulously designed and administered to a sample of 120 respondents to gather insights into prevailing opinions, cultural acceptability, and the influence of celebrity endorsements on these reproductive technologies. The study adopted a correlational research design, aiming to establish relationships between variables. Data collected from the respondents were meticulously presented and analyzed using SPSS27, providing a comprehensive overview of the quantitative findings. The research hypotheses were tested using the t-test, allowing for a rigorous examination of the significance of celebrity endorsements in influencing public opinions on surrogacy and IVF. The study delved into multifaceted aspects, including societal perceptions, cultural influences, and the role of media portrayal in shaping public attitudes. The findings revealed that celebrity endorsements wielded a significant influence on public opinions regarding surrogacy and IVF, challenging prior assumptions. Additionally, the study underscored the cultural nuances impacting the acceptability of assisted reproductive technologies in the Nigerian context. The t-test results provided statistical evidence to support these key assertions. In conclusion, the study contributed valuable insights into the complex dynamics surrounding surrogacy and IVF, elucidating the multifaceted influence of celebrity endorsements. The research provides a foundation for future investigations and policy considerations in the realm of assisted reproductive technologies. Recommendations include fostering informed public discourse, addressing cultural stigmas, and leveraging celebrity influence responsibly.




Background to the Study

In recent years, the landscape of family planning and parenthood has undergone a profound transformation, driven by a convergence of technological advancements and evolving societal norms. Assisted reproductive technologies, such as surrogacy and in vitro fertilization (IVF), have emerged as viable alternatives for couples confronting fertility challenges (Peters et al., 2018; Piersanti et al., 2022). These methods offer hope and possibilities for individuals grappling with infertility issues, providing avenues for conception that were once considered out of reach.

The societal shift toward acceptance of assisted reproductive technologies is notable, with surrogacy and IVF increasingly becoming integral components of the family planning discourse (Motluk, 2022; Oliver, 2023). Beyond the clinical realm, the profound impact of these technologies is intricately linked to the influential voices of celebrities who choose to share their personal experiences with surrogacy and IVF on social media platforms. This phenomenon represents a paradigm shift in the way individuals perceive and approach family-building options.

Celebrity endorsement has long been recognized as a potent force in shaping public opinions and behaviours (Keller, 2018). However, the advent of social media has redefined the dynamics of celebrity influence, providing an unparalleled platform for direct engagement with a global audience in real time. Platforms like Instagram, Twitter, and Facebook have become powerful tools for celebrities to share their journeys, challenges, and successes related to surrogacy and IVF (Motluk, 2022; Oliver, 2023). The immediacy and accessibility of these platforms create a unique space for celebrities to narrate their experiences authentically, fostering a sense of connection and relatability with their followers.

The study focuses on the intricate dynamics of celebrity endorsement on social media concerning surrogacy and IVF. While the influence of celebrities on public opinion is not a novel concept, the evolution of social media has intensified its impact (Koo et al., 2022). The genuine and authentic nature of personal sharing on social media platforms contributes to the effectiveness of celebrity endorsements, creating a more profound and lasting impression on the audience.

A specific case under examination in this study is the surrogacy journey of Biola Adebayo, a notable personality who has openly discussed her challenges and triumphs with surrogacy across various social media platforms (Motluk, 2023). Analyzing narratives and emotions expressed by celebrities like Biola Adebayo provides a deeper understanding of the factors that contribute to the effectiveness of celebrity endorsements in shaping public perceptions of surrogacy and IVF.

The study further raises pertinent questions regarding public awareness and attitudes towards surrogacy and IVF, with a particular focus on the Nigerian context (Motluk, 2020). By narrowing down the research scope to married couples within the age range of 23-25 and medical practitioners, the study seeks to capture the perspectives of a more modernized and informed demographic. Additionally, the examination of the surrogacy journey of Biola Adebayo acts as a focal point for assessing the influence of celebrities on shaping opinions regarding surrogacy and IVF in Nigeria.

As societal attitudes continue to evolve, understanding the nuanced interplay between celebrities, social media, and the perception of assisted reproductive technologies becomes crucial. This research aims to contribute valuable insights into the transformative role of celebrity endorsements in the context of surrogacy and IVF, shedding light on the multifaceted dynamics that influence public opinion in the realm of modern family planning.

Statement of Problem

While surrogacy and in vitro fertilization (IVF) represent promising avenues for couples grappling with fertility challenges, pervasive societal perceptions and entrenched cultural norms frequently cast a shadow on the acceptance and understanding of these reproductive methods (Peters et al., 2018; Piersanti et al., 2022). The pervasive stigma attached to surrogacy and IVF poses a substantial barrier, hindering individuals from fully embracing these options as viable solutions to their fertility struggles. This stigma is often rooted in cultural beliefs and societal expectations, further complicating the decision-making process for those considering assisted reproductive technologies (Motluk, 2022; Oliver, 2023).

The lack of widespread awareness regarding the intricacies and benefits of surrogacy and IVF compounds the challenges faced by individuals navigating fertility issues. Misinformation and misconceptions perpetuated by societal narratives contribute to the perpetuation of stigma surrounding these reproductive methods (Motluk, 2020; Motluk, 2022). This lack of awareness not only affects the individuals directly involved but also permeates broader societal perspectives on assisted reproductive technologies.

In this context, the study identifies a critical gap in the understanding of the potential role that celebrity endorsements on social media might play in reshaping attitudes and perceptions toward surrogacy and IVF. While celebrities have increasingly shared their journeys with these reproductive methods, the impact of such endorsements on public opinion remains underexplored (Motluk, 2023; Oliver, 2023). The study seeks to investigate the extent to which celebrity narratives on social media platforms contribute to increased awareness, altered perceptions, and a potential reduction in stigma associated with surrogacy and IVF.

This research aims to bridge the existing gap in the literature by exploring the dynamics of celebrity influence on social media within the specific context of surrogacy and IVF. Understanding how celebrity endorsements may serve as catalysts for reshaping societal attitudes can provide valuable insights for healthcare practitioners, policymakers, and advocacy groups working towards a more inclusive and informed discourse surrounding assisted reproductive technologies. Addressing this gap is pivotal in fostering a supportive environment for individuals considering surrogacy and IVF as viable pathways to parenthood.

Objectives of the Study

The specific objectives of this study include:

  1. To aeon thee the influence of celebrity endorsements on a journey in shaping public opinion on surrogacy and IVF.
  2. To assess the acceptability of surrogacy and IVF in the Nigerian context.
  3. To explore the surrogacy journey of celebrity figure Biola Adebayo and its impact on public awareness.
  4. To analyze the extent to which celebrity influence has shaped the opinions of individuals on surrogacy and IVF.

Research Questions

The following research questions were examined:

  1. What are the prevailing opinions on surrogacy and IVF?
  2. How acceptable is surrogacy public in the Nigerian cultural context?
  3. What is the public perception of Biola Adebayo’s surrogacy journey?
  4. To what extent do celebrities influence public opinions on Surrogacy and IVF?

Research Hypotheses

The following hypotheses were tested in this study:

Null Hypotheses(H0):

  1. Celebrity endorsements on social media do not significantly influence public opinion on surrogacy and IVF.
  2. Surrogacy and IVF are generally acceptable in the Nigerian cultural context.
  3. Public awareness of Biola Adebayo’s surrogacy journey negatively impacted perceptions of surrogacy.
  4. The influence of celebrities has no significant impact on shaping opinions on surrogacy and IVF.

Alternative Hypotheses(H1):

  1. Celebrity endorsements on social media significantly influence public opinion on surrogacy and IVF.
  2. Surrogacy and IVF are celebrity acceptance in the Nigerian cultural context.
  3. Public awareness of Biola Adebayo’s surrogacy journey has positively impacted perceptions of surrogacy.
  4. The influence of celebrities has a significant impact on shaping opinions on surrogacy and IVF.

Significance of the Study

This research carries substantial implications for a diverse array of stakeholders, encompassing policymakers, medical practitioners, and the broader public. A comprehensive comprehension of the impact of celebrity endorsements on social media holds particular significance for policymakers, offering a foundation for the development of well-informed regulations that can both support and safeguard individuals engaging in surrogacy and IVF. This informed regulatory framework can contribute to creating an environment conducive to the responsible and ethical practice of assisted reproductive technologies.

Medical practitioners, serving as influencers in their professional spheres, possess the potential to leverage social media platforms as powerful tools for disseminating accurate information and mitigating the stigma surrounding surrogacy and IVF. By actively engaging with the public through social media, healthcare professionals can contribute to demystifying these reproductive technologies, ensuring that prospective individuals and couples are equipped with reliable and unbiased information when making crucial decisions about their reproductive health.

The general public stands to gain significantly from the outcomes of this research, as it promises to foster a more nuanced understanding of surrogacy and IVF. By shedding light on the positive influence of celebrity endorsements on social media, this study contributes to cultivating empathy and fostering acceptance within the broader society. A heightened awareness of the realities and benefits of surrogacy and IVF can dispel myths and misconceptions, paving the way for a more inclusive and supportive societal stance towards individuals pursuing assisted reproductive pathways.

In essence, the research not only enriches the academic discourse but also serves as a practical guide for shaping policies, medical practices, and public attitudes towards surrogacy and IVF. Through its multifaceted implications, this study strives to contribute to the creation of a more informed, empathetic, and inclusive landscape surrounding assisted reproductive technologies, ultimately enhancing the experiences of those navigating the complexities of surrogacy and IVF.

Scope of the Study

This research focuses on married couples within the age range of 23-25, as this demographic is considered more modernized and informed about media trends. The study will specifically investigate couples who are aware of and have experienced surrogacy IVF, or both. Additionally, medical practitioners will be included in the scope due to their authority and potential role in spreading awareness about surrogacy and IVF among patients in need of alternative reproductive solutions.

Operational Definition of Terms

Surrogacy: The process by which a woman carries and gives birth to a child on behalf of another couple or individual, to hand over the child to them after birth.

IVF (In Vitro Fertilization): A reproductive technology in which an egg and sperm are combined outside the body to create an embryo, which is then implanted in the uterus.

Celebrity Endorsement: The public support, promotion, or advocacy of surrogacy and IVF by well-known individuals through various social media platforms.

Social Media: Online platforms and websites that enable users to create and share content, fostering virtual communities and networks.

Acceptability: The level of approval or endorsement of surrogacy and IVF within the cultural and societal context of Nigeria.

Public Opinion: The collective attitudes, beliefs, and perceptions of the general population regarding surrogacy and IVF.

Biola Adebayo’s Surrogacy Journey: The Personal Experience and public sharing of the surrogacy process by the Nigerian celebrity Biola Adebayo.

Modernised Couples: Married couples within the age range of 23-25, are considered to be more informed and receptive to media trends.



  • Piersanti, V., Consalvo, F., Signore, F., Del Rio, A., & Zaami, S. (2022). Surrogacy and “Procreative Tourism”: What Does the Future Hold from the Ethical and Legal Perspectives? Medicina (Kaunas), 57(1), 47. https://doi.org/10.3390/medicina57010047
  • Prosser, H., & Gamble, N. (2022). Modern Surrogacy Practice and the Need for Reform. Journal of Medical Law and Ethics, 4, 257–274.
  • Purewal, S., Crawshaw, M., & van den Akker, O. (2022). Completing the surrogate motherhood process: The experiences of Parental Order Reporters. Human Fertility, 15(2), 94-99.
  •  Robson, C. (2020). Real World Research. 2nd ed. Oxford: Blackwell.
  • Saunders, M., Lewis, P. and Thornhill, A. (2019). Research Methods for Business Students. 8th Ed. Harlow: Pearson Education. Chapter 5: Formulating Research Design.


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