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Erschienen in:
2023 | OriginalPaper | Buchkapitel
Advantages and Disadvantages of Online Celebrity Marketing
verfasst von : Shiqi Chen
Erschienen in: Proceedings of the 6th International Conference on Economic Management and Green Development
Verlag: Springer Nature Singapore
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Abstract
The This paper aims to analyze celebrity marketing and highlight the advantages and disadvantages of product and service endorsements by famous individuals. Companies realized the value of hiring famous individuals in different sectors, including entertainment, sports, and politics, to promote their products and services. Companies hire celebrities to mention or use their products and services to create awareness and increase sales since their fans are compelled to try what their favorite celebrities are using. Consequently, celebrity endorsements generate positive press, create awareness around a product or service and influence consumer purchases. Nonetheless, companies risk losing much money, especially when a celebrity is involved in negative press. In some cases, fans might focus more on a celebrity rather than the products and services they are meant to advertise, leading to the loss of millions in advertisement capital.