The Rise of Celebrity Endorsement in Social Media Advertising

22 Feb 2018

Article

By: Ni Kadek Virgina Nanda Wedasari (Student of International Marketing Program)

With the growth of internet usage, smartphone industry is also affected significantly due to the shift of digital lifestyle in the market. Emerging market of social media is also affected, the usage of social media kept increasing and had created new media for advertisements. Therefore, Social media marketing has become an indispensable part of today’s advertising and marketing land-scape (Chen & Chen, 2017).

Particularly for smartphone brands, they had utilized Instagram to help promote their product. Instagram has become the platform that is used to engage with customers and brand engagement on Instagram was markedly higher than Facebook, with 4.21% user interaction rates compared to 0.07% user interaction rates on Facebook (Elliott, 2014). Instagram is a great platform to create awareness, building communities and discovery for new products (Kemp, 2017). Through contents on their official account and celebrity endorsement they are competing to gain market share.

Social media as a promotional method was perceived as a good marketing strategy that creates opportunities for smartphone brands to promote their product to the public. Overall, advertisement in Instagram is effective because in reality Indonesian loves to use social media, therefore, advertising for smartphone in social media is necessary to be conducted, in that way varieties of advertisements can reach the target audience.

BIBILIOGRAPHY

Elliott, N. (2014). Instagram Is The King Of Social Engagement. Retrieved January 29, 2018, from http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement

Kemp, S. (2017). Digital in 2017: Global Overview – We Are Social. Retrieved January 29, 2018, from https://wearesocial.com/special-reports/digital-in-2017-global-overview

Chen, H., & Chen, H. (2017). College-Aged Young Consumers â€^TM Perceptions of Social Media Marketing : The Story of Instagram College-Aged Young Consumers ’ Perceptions of Social Media Marketing : The Story of Instagram, 1734(December).

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