Celebrity Influencers

In marketing, celebrity endorsement is a very common phenomenon in the twenty-first century. Knoll and Matthes concluded that almost celebrities have appeared in every fifth advertisement. A study suggested that agencies have spent 10% of advertisement costs on promoting endorsements. In contrast, few multinational organizations have spent more than 25% of their promotion on endorsers. A celebrity is a personality who gains public appreciation and recognition from the name of the organization, whom they are endorsing for the purpose of promotion.

Celebrities enjoy fame and popularity, influencing the endorsed brand’s image. The celebrity portrays a clear image of an organization to consumers. Brand marketing by a celebrity or a famous personality develops attractive appeal, gains more attention, and high recall. Companies use celebrities to create a distinguished position in the market and to build a positive brand image, which shapes a positive consumer attitude and a unique brand personality/organization. Marketing managers and advertisers use endorsement strategies such as celebrity endorsement for their organizations because they understand that consumer attitude toward a celebrity also transfers to the organization. Therefore, marketers and advertisers hire an appropriate celebrity because the endorsement by consumers’ accepted celebrity enhances consumers’ positive attitude. Another study also concluded that the positive association of celebrity-brand partnership and brand evaluation played a role in designing advocacy and engagement.

NEW TERM: Influencer Marketing