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Advances in Competitiveness Research, 19 , The message sent to consumers usually result in different actions. The actions might be buying a certain product, avoiding addiction, giving donations to charities, voting for a certain politician among many other actions Atay, Celebrity endorsement has been one of the most effective channels used by most businesses since the twentieth century.
However, the advertisement does not have an immediate response or action from the audience but it has long lasting effects. Celebrity endorsement may take different forms depending on the message the business wants to display to its consumers. Celebrities may act as a business spokesperson for the brand being advertised. According to Schlecht , companies regularly use celebrities as spokespersons to deliver their advertising message to their consumers.
This is one of the most widely used forms of celebrity endorsement. According to the researcher, celebrities have a huge and potential influence to consumers when used as spokespersons. As compared to other types of endorsement, celebrity has higher chances of attracting attention and being remembered easily by the consumers.
This form of endorsement is suitable for a product brand which is targeting a large number of consumers, like an international community.
Celebrity Attractiveness The chosen endorser has to be attractive. According to a research done by Hou , local celebrities are most likely to be perceived as more real by consumers. Most of the people tend to depend on individuals who share similar traits with them, in this case, ethnicity. Power Another factor to consider is persuasive power.
Endorser should have the power to persuade and influence consumers to purchase the advertised brand. Therefore, a celebrity spokesperson should be able to change a consumer who had negative attitudes about the advertised product, to one who can buy and become an ambassador of the brand being advertised.
The celebrity can also act as an observer on social media by commenting on the product or posting about the product. According to Pacheco , the online platform such as Facebook, YouTube, Instagram, Twitter among others, have a large number of online followers who can be a potential target for the product brand. For example, you can use a local blogger who has more than , readers to advertise your fashion or coffee shop.
This way, you will use less amount to advertise your product to a targeted audience who will be interested in your services. Since there are thousands of online influencers, it will be easy choosing one who suits your targeted base of customers. However, some online influencers do charge high amount of money to endorse your brand. Conclusion According to my research, social media endorsement is a tool that can affect and dramatically change the sales of a business, either positively or negatively.
Therefore, using celebrity endorsement as a form of advertising is a good strategy to reach the target consumers. Celebrity endorsement can be used by small businesses as well as international business to reach their consumers. According to Ad Age, a brand that signs an endorsement contract with a celebrity can receive a stock rise of up to 0.
However, the vice versa is also true. If the endorser is engaged in any scandal, the sales of the product drop tremendously which may result in big losses to the business.
References Atay, E. Bergkvist, L. International Journal of Advertising, 35 4 , pp. Knittel, C. Journal of Department of Economics, University of California, 1 1 , pp. Kotler, P. Principles of Marketing. New Delhi: Pearson Higher Ed. Kumar, M. Pros and Cons of Celebrity Advertising in India.
Makumbura, U. The Power of Celebrity Endorsements Today. The Power of Celebrity Endorsement, p. Neti, M. Ofori-Okyere, I. Celebrity Endorser Selection Strategies. International Journal of Business and Marketing Management, 3 1 , pp. Pacheco, G.Hence, adopting new management paradigm is necessary for SMEs. Financing constraints of SMEs in developing countries: Evidence, determinants and solutions. The size of the firm is related with the degree of collaboration.
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Therefore, using celebrity endorsement as a form of advertising is a good strategy to reach the target consumers. Brown, R.
As compared to other types of endorsement, celebrity has higher chances of attracting attention and being remembered easily by the consumers.
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Celebrity Attractiveness The chosen endorser has to be attractive.