Celebrity Marketing

1.Sola, A. "The impact of celebrity endorsement on strategic brand management." International journal of business and social science 3.6 (2012).

Social media advertising is one of then most influential methods in day and age. The author of this article has pointed out that the advertisements are even more productive when known personalities are used. Essentially, including celebrities to be part of the campaigns usually sparks a lot of excitement among their fans. This is mainly due to the connection of using the same product. There is a likelihood that their fans will use the products when they see a celebrity they trust and love on an ad

Consequently, the article points out that the brands often leverage on the trust that the personalities have built. Like in any business, content creation also takes a lot of commitment. The social media personalities engage with their fans by sharing parts of their lives that relate to each other. Additionally, the connection can also be built by production of music that they love. In this case, the fans usually trust the celebrities mainly due to the constant engagement that they have with each other. Social media has played an influential role in bringing people across the world together. The celebrities can connect with their followers who are miles away from the use of social media.

The author of this article points out that through celebrity engagement, the brands usually end up making a lot of sales since they have built trust in the clients. On the same note, celebrities’ fans also love to be associated with the people they love. This explains why they are often quite quick to connect with their products, hence pushing the growth of the brands they endorse.

2.Ha, Nguyen Minh, and Nguyen Hung Lam. "The effects of celebrity endorsement on customer’s attitude toward brand and purchase intention." International Journal of Economics and Finance 9.1 (2017): 64-77.

In this article, advertisement has been defined as a way of sparking immediate action among the consumers. This is among the advantages that are enjoyed from celebrity and influencer marketing. The influencers often take a lot of time before they grow their platforms to a high level of engagement. When they are used as an advertisement option, there often is a constant engagement on the posts, either by liking, sharing, and making a purchase from the business. One of the main reasons that brands use influencers to market their goods is the execution of the message. Initially, advertisements were made officially through platforms like TV stations, and radios. In such circumstances, the advertisements were short and straight to the point. This usually limited the amount of engagement that the ad would get from the target market.

When making a decision on the social media marketing method, the brands are deliberate on whether the personality’s followers make the target market.  Also, they have to ensure that they give instructions on how the message is conveyed. The influencers have a way of increasing the memorability of the message by presenting it in a more interesting way.  Consequently, the celebrities are also able to   draw more attention to the advertisement than if the brands chose an alternative method of marketing. The author explains that the celebrities may hold the success of a brand by drawing more attention to it, and also repositioning it in the market. This article points out that before making a decision on the choice of influencers, they need to look into issues such as identity, and association of the personalities.

3.Min, Jae Han Jay, et al. "The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior." Fashion and Textiles 6.1 (2019): 1-19.

The author examines important issues in marketing such as disposable income. One of the key points that have been highlighted is the lack of disposable income in the Millennial and Gen Z. this is a major limitation towards their spending abilities. While this is a major setback, the aforementioned generations are more inclined to replicating the things done by the celebrities. Social media platforms have played an important role in connecting fans to the personalities that they love. In this case, the Millennial usually follow the celebrities on social media, and in this case, are more inclined to the products they endorse. What is more, the article points out that the celebrity followers are likely to make sales when the advertisements match the self images of the celebrities. The author mainly points out that the celebrities have a significant impact on the market share that a business attains.

Fans are often inspired to share the same values and lifestyles that the celebrities that they perceive to be successful. This can include such things as speech, skin care products, and cloths.  Such factors highly influence the power that the celebrities have on their followers. Using celebrities for the marketing has a significant influence on brand awareness and the sales that a business makes. Before settling on the choice of celebrity, the brand management should be keen to ensure that their followers make up the target market of the business. This is to ensure that they do not ultimately make losses, and also fail to attain the desired marketing goal. In a nut shell, influencer marketing is extremely influential to brand success, and needs to be embraced more avidly as a marketing method. It is also necessary to focus on issues such as attitude that the followers have towards the celebrities.