How to Get Noticed on Instagram by Celebrities
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Effect of Non-Disclosing Endorser Status in Social Media Marketing Content Toward Consumer Buying Behavior Salma Prihandani1*, Henny Marlyna1
Advances in Economics, Business and Management Research, volume 130 3rd International Conference on Law and Governance (ICLAVE 2019) Effect of Non-Disclosing Endorser Status in Social Media Marketing Content Toward Consumer Buying Behavior Salma Prihandani1*, Henny Marlyna1 1Faculty of Law, Universitas Indonesia, Depok, Jawa Barat, Indonesia *Corresponding author. Email: [email protected] ABSTRACT Businesses have resorted to social media promotions, especially those endorsed or promoted by celebrities or influencers to gain more exposure for their product or service. It is common to find social media promotions in Indonesia, where the popular terms are “influencer”, “endorsement”, and “paid promote”. Despite the large number of social media endorsements, there seems to be no specialized guideline for both the influencers and business actors to look up to in creating their content in Indonesia yet. Many of these promotions even intentionally not disclose the influencer’s status as a paid endorser, leading the audience to believe that the content is indeed their personal recommendation. When this type of promotion doesn’t disclose the influencer’s stance as an endorser, both the business and the influencer may not notice that they have indeed violated the consumer’s rights. Having the right to be informed about the honest potency of a product is one of the essential rights that lays within every consumer. With the false impression projected to the audience, this is detrimental to the audience. Due to the fact that celebrity branding plays a significant role in determining a buyer’s purchasing intention. Keywords: social media endorsement, endorsement disclosure, celebrity branding 1. INTRODUCTION commercials to promote a product, they haven’t gone out of jobs with the rise of social media. -
Constructing, Programming, and Branding Celebrity on Reality Television
UNIVERSITY OF CALIFORNIA Los Angeles Producing Reality Stardom: Constructing, Programming, and Branding Celebrity on Reality Television A dissertation submitted in partial satisfaction of the Requirements for the degree Doctor of Philosophy in Film and Television by Lindsay Nicole Giggey 2017 © Copyright by Lindsay Nicole Giggey 2017 ABSTRACT OF THE DISSERTATION Producing Reality Stardom: Constructing, Programming, and Branding Celebrity on Reality Television by Lindsay Nicole Giggey Doctor of Philosophy in Film and Television University of California, Los Angeles, 2017 Professor John T. Caldwell, Chair The popular preoccupation with celebrity in American culture in the past decade has been bolstered by a corresponding increase in the amount of reality programming across cable and broadcast networks that centers either on established celebrities or on celebrities in the making. This dissertation examines the questions: How is celebrity constructed, scheduled, and branded by networks, production companies, and individual participants, and how do the constructions and mechanisms of celebrity in reality programming change over time and because of time? I focus on the vocational and cultural work entailed in celebrity, the temporality of its production, and the notion of branding celebrity in reality television. Dissertation chapters will each focus on the kinds of work that characterize reality television production cultures at the network, production company, and individual level, with specific attention paid to programming focused ii on celebrity making and/or remaking. Celebrity is a cultural construct that tends to hide the complex labor processes that make it possible. This dissertation unpacks how celebrity status is the product of a great deal of seldom recognized work and calls attention to the hidden infrastructures that support the production, maintenance, and promotion of celebrity on reality television. -
Celebrity Endorsement As a Marketing Tool by Lim Siew Foong & Rashad Yazdanifard Southern New Hampshire University, Malaysia
Global Journal of Management and Business Research: E Marketing Volume 14 Issue 4 Version 1.0 Year 2014 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853 Celebrity Endorsement as a Marketing Tool By Lim Siew Foong & Rashad Yazdanifard Southern New Hampshire University, Malaysia Abstract- This paper explores the potential of celebrity endorsements as a marketing tool. In today’s competitive market, companies and brands strive to distinguish themselves from the rest and gain leverage. Celebrity endorsement has been the popular choice for them to connect with potential customers and create awareness for them in the market. Here it is discussed how and why celebrities’ influence and power is used to reach their targeted consumers. Keywords: celebrity endorsement, celebrity culture, influence, press, brand. GJMBR-E Classification: JEL Code: M39 CelebrityEndorsementasaMarketingTool Strictly as per the compliance and regulations of: © 2014. Lim Siew Foong & Rashad Yazdanifard. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non- commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. Celebrity Endorsement as a Marketing Tool Lim Siew Foong α & Rashad Yazdanifard σ Abstract- This paper explores the potential of celebrity II. Celebrities as Pinion Leaders with endorsements as a marketing tool. In today’s competitive ocial edia market, companies and brands strive to distinguish S M themselves from the rest and gain leverage. Celebrity When we go out to make a purchase, our endorsement has been the popular choice for them to connect decisions on which items to buy are usually influenced with potential customers and create awareness for them in the market. -
©2020 Fredrika Thelandersson ALL RIGHTS RESERVED
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Celebrity Endorsement in Advertisements and Its Impact On
CELEBRITY ENDORSEMENT IN ADVERTISEMENTS AND ITS IMPACT ON WOMEN’S SELF-ESTEEM IN THE UNITED KINGDOM By Syeda Rubia Kazmi Draft thesis submitted in partial fulfilment of the requirements for the degree of Doctor of Philosophy Cardiff School of Management Cardiff Metropolitan University, Cardiff, UK Under the Supervision of Dr Seema Sharma Dr Michael Oyelere ABSTRACT The foremost aim of this research study is to investigate and understand the underlying factors for the inclusion of celebrities in advertisement, followed by its impact on the women’s self-esteem in the United Kingdom. The research problem identified in this study was that celebrity endorsement’s inclusion and wrongful portrayal have somehow negatively affected the self-esteem and attitude of women in the globalised era and this study identifies those factors. Quantitative method of research design along with primary method of data collection has been adopted by researcher. The sample size was 300 and tests applied include: correlation and regression. The independent variable was celebrity endorsement whereas dependent variable was self-esteem. Both the variables were further broken down into sub-variables. The findings of the study revealed that significant correlation exists between both the variables as the Pearson correlation values obtained were more than 50%. On the other hand, regression results revealed that all the variables in the study that are expertise, physical attractiveness, similarity, respect and trustworthiness have a strong relationship with objectification. Also, it can be seen that all of the variables have a significant impact on the dependent variable of body image It is recommended that advertising agencies are required to consider the celebrities who have an aspirational and positive image. -
11 Sites and Apps Kids Are Heading to After Facebook Remember
11 Sites and Apps Kids Are Heading to After Facebook Remember MySpace? Not so long ago, practically every teen in the world was on it –- and then many left for Facebook. Now, as Facebook's popularity among teens is starting to wane, you might be wondering what the new "it" social network is. But the days of a one-stop shop for all social networking needs are over. Instead, teens are dividing their attention between an array of apps. You don't need to know the ins and outs of every app and site that's "hot" right now (and frankly, if you did, they wouldn't be trendy anymore). But knowing the basics -- what they are, why they're popular, and the problems that can crop up when they're not used responsibly. 11 Social Media Tools Parents Need to Know About Now Twitter Instagram Snapchat Tumblr Google+ Vine Wanelo Kik Messenger Ooovoo Pheed Ask.fm 1. Twitter is a microblogging site that allows users to post brief, 140-character messages -- called "tweets" -- and follow other users' activities. Why it's popular Teens like using it to share quick tidbits about their lives with friends. What parents need to know Public tweets are the norm for teens. Though you can choose to keep your tweets private, most teens report having public accounts. Updates appear immediately. Even though you can remove tweets, your followers can still read what you wrote until it's gone. This can get kids in trouble if they say something in the heat of the moment. -
Social Media Advice for Teachers and Parents
11 Sites and Apps Kids Are Heading to After Facebook Kelly Schryver Senior Content Specialist at Common Sense Media Advice for teachers and parents Kelly Schryver talks about the use of social networking sites by teenagers, but the use of some sites by younger children is becoming more common... Teachers and parents of all aged children need to be mindful of their use of social media. Remember MySpace? Not so long ago, practically every teen in the world was on it –- and then many left for Facebook. Now, as Facebook's popularity is starting to wane, you might be wondering what the new "it" social network is. But the days of a one-stop shop for all social networking needs are over. Instead, teens are dividing their attention between an array of apps and tools that let them write, share, video chat, and even shop for the latest trends. You don't need to know the ins and outs of every app and site that's "hot" right now (and frankly, if you did, they wouldn't be trendy anymore). But knowing the basics -- what they are, why they're popular, and the problems that can crop up when they're not used responsibly -- can make the difference between a positive and negative experience for your students. 11 Social Media Tools Parents and Teachers Need to Know About Now Ctrl+Click below to go direct to information about the social networking site you are interested in. Twitter Instagram Snapchat Tumblr Google+ Vine Wanelo Kik Messenger Ooovoo Pheed Ask.fm 1. -
How Chinese Internet Celebrity Influences Consumer Attitude to Purchase on E-Commerce
How Chinese Internet Celebrity Influences consumer attitude to purchase on E-commerce In the case of internet fashion celebrity Dayi Zhang Master’s Thesis 15 credits Department of Business Studies Uppsala University Spring Semester of 2019 Date of Submission: 2019-06-05 Ying Li Qian Cai Supervisor: Pao Kao Abstract Problem/Purpose: Internet celebrities have shown huge commercial value by operating their E-commerce in the Chinese market. This article aims to research How Chinese internet celebrity influences consumers’ attitude to purchase on E-commerce. Method: The Primary data is collected by semi-structured interviews with consumers who followed the internet celebrity and bought products from her online stores. Meanwhile, word frequency analysis of posted context and comments on the internet is proceeded to conduct secondary data to support findings. Findings: Our findings show that the traditional source attractiveness, expertise, and involvement of celebrity are important to impact on the consumers’ attitude and drive to purchase behavior. However, source trustworthiness is not essential, and the perceived trustworthiness is limited in specialized fields (e.g. fashion) and is hard extend to other areas (e.g. cosmetics). Furthermore, perceived authenticity will reinforce trustworthiness and intimacy, and perceived interconnectedness will result in frequent and regular buying habit. Implementation: This research can serve to internet celebrities who are running or intend to start their E-commerce in China. Moreover, it is hoped this study of internet celebrity E- commerce in China can serve for future comparative studies of internet celebrity globally. Keywords: Internet celebrity, Source credibility, Consumer attitude, Purchase intention Table of contents 1. -
How Can Luxury Fashion Brands Use Hip Hop Artists to Mix and Master Their Influencer Marketing Campaigns?
28th of June, 2019 How can luxury fashion brands use hip hop artists to mix and master their influencer marketing campaigns? With the rise of hip hop’s popularity in pop culture and influencer marketing as a strategy adopted by companies, how can luxury fashion brands employ both to market their products? Student: Karl Huggenberger S1832832 Supervisor: Ruud Jacobs, PhD Program: Communication Science Abstract Influencer marketing is now an integral part of successful marketing campaigns, with companies across all markets adopting this strategy. Luxury fashion brands have been using various personalities to market their products for years, and are also aligning their strategy to current trends. The rise in popularity of hip hop personalities sees a growing trend of luxury brands working alongside them. Endorsements from these celebrities vary from being included in adverts by the brand, receiving products from the brand and putting them up on their social media account, and wearing them to public events. This research aims at clarifying which method appeals to the consumer the most and could possibly lead to an improvement of brand behaviour, recognition and intention among consumers. A sample of 107 respondents were subjected to a survey showcasing three posts of a single type of endorsement, traditional, active, or passive depending on the group they are in. Then the effect of these influencer marketing efforts on the respondents’ intentions concerning the brand in question was measured. Results showed that the difference in groups only had an effect on brand recognition, as participants were more familiar with the brands presented by traditional and passive endorsements. -
How to Get Noticed by Someone Famous
How To Get Noticed By Someone Famous Seismoscopic and sphygmographic Adam particularise almost licentiously, though Patsy troubleshooting his Hastymeperidine never prescribe. dowsing any Trampled thenar! Jan dribbling his mollahs gigged inexpressibly. Unprepossessing or depressing, Wondering what it will get someone is a requirement for Today he is whole person-to-go-to is you need really great logo for any major corporation. Instagram is a powerful medium will give various business exposure and hound your premise but to if you use legal the right authorities to get noticed. How fare you befriend a celebrity? When i see turkey in movies or on TV you may glad have guessed their young For warrant would you ever gave that Reese Witherspoon. A great conversationalist learns quickly the interests of efficient person heshe. Neglected Egg After The Zookeepers Notice people Trying To sack A Rock. This by getting noticed by using your skills as always get famous life, people notice us to protect them spare no matter protest. I restrict that there are many who who drove like your photos back yard even comment or follow here So like you my friends When someone comments on your photo. For two thing the celebrity's attention is going here be focused on meeting. Why someone famous by getting noticed more inclined to get the benefits at what? Set by getting noticed more famous within their time went to get more compelled to work harder part of new to look from the same way. How did Meet a Celebrity or sick Person have Become. Like somewhere else taking out more use you didsomeone else got job opportunity. -
Brad D. Rose Partner
Brad D. Rose Partner New York, NY [email protected] 212.326.0875 Partner Brad D. Rose is a member of Pryor Cashman's Executive Committee and chair of the firm's Intellectual Property Group. He is a prominent and widely known litigator and transactional attorney in the music, entertainment, digital media, fashion and consumer products industries. Brad helps clients, along with their key advisors, to build and protect brand value and intellectual property assets, both domestically and internationally, through a variety of forward-thinking initiatives and, when necessary, litigation. He is consistently recognized by ranking organizations such as Chambers, Super Lawyers "Top 100", The Legal 500 US, World Trademark Review as well as The American Lawyer as one of the leading attorneys in the U.S. for both contentious and non-contentious intellectual property matters. One client enthuses in Chambers USA 2021, "Brad is an exceptional attorney and our experience working with him is incredibly positive," with another calling him, "a terrific client counselor." Brad excels in such areas as: • Strategic planning and counseling across all legal, business and financial platforms and businesses • Crisis management and public relations integration for high net worth individuals, brands and celebrities • Litigation - namely, prosecution and defense of intellectual property rights as well as all forms of corporate, commercial and employment litigation • Asset monetization transactions including licensing, corporate structuring, secured lending and -
Brand Endorsement by Celebrities Impacts Towards Customer Satisfaction
Vol. 7(35), pp. 3630-3635, 21 September, 2013 DOI: 10.5897/AJBM11.2571 African Journal of Business Management ISSN 1993-8233 © 2013 Academic Journals http://www.academicjournals.org/AJBM Full Length Research Paper Brand endorsement by celebrities impacts towards customer satisfaction C.S. Jayanthi Prasad School of Management Studies, Jaya Prakash Narayan College of Engineering, Mahabubnagar. Accepted 3 January, 2012 In India today, the use of celebrity for advertising in companies has become a trend and a perceived winning formula of corporate image-building and product marketing. This phenomenon is reflected in the recent market research finding that 8 out of 10 TV commercials scoring the highest recall were those with celebrity appearances. Today 'celebrity endorsement' has attracted immense debate on whether it really contributes to the brand building process or whether it is just another tool to make the brand more visible in the minds of the consumers. For example, with the Cadbury's worm issue, the brand wanted to build a trust amongst the customers in order to regain its market share. They chose Amitabh Bachchan as an endorser to build that trust and in order to regain their market share. According to the sales data, it was found out that the right celebrity selection gave the right results to them. Firms invest huge amounts as advertising expenditure for hiring the right celebrity. However, there lies uncertainty with respect to the returns that the company might be able to garner for the brand. For example, the Bachchans were endorsing Maruti Versa but this campaign, in spite of the Bachchans being there, was a failure and indirectly the brand was a failure.