Celebrity Effect in Social Media Advertising
By: Ni Kadek Virgina Nanda Wedasari (Student of International Marketing Program)
A celebrity is described as an individual or people who enjoy public recognition (Mcracken, 1989 in Ha & Lam, 2016) and endorsement is one of communication channels that are used by celebrity as a means to express message to promote the brand using their fame and personalities as a foundation (Kotler, 2007 in Ha & Lam, 2016).
Celebrity in social media advertising of smartphone was perceived as interesting, because it uses popular celebrities. To make advertisement in social media more effective, smartphone brands used celebrity to create positive image.
Celebrity effects in social media advertisements is perceived as influential in terms of increasing engagement and product awareness. In its implementation, endorsements are more effective when the celebrity is portraying activities using the product in real life, rather than only in photos published in different media.
In influencing purchase intention, the respondents perceived that smartphone brands uses celebrity to attract their fans into buying the same product used by the celebrity. Celebrities with a lot of fans can influence their fans, because their fans like the celebrity and wanted to be similar with them, so that, they intent to but the same things the celebrity used.
In conclusion, in using celebrity in social media advertising, the celebrity has to be able to transfer his/her image to the product endorsed, therefore, the image between the celebrity and product needs to be suitable. The celebrity also needs to be appealing to the segmentation the product is marketed.
BIBILIOGRAPHY
Ha, N. M., & Lam, N. H. (2016). The Effects of Celebrity Endorsement on Customer’s Attitude toward Brand and Purchase Intention. International Journal of Economics and Finance, 9(1), 64. https://doi.org/10.5539/ijef.v9n1p64
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