Celebrity, Social Media Influencers and Brand Performance: Exploring New Dynamics and Future Trends in Marketing (2024)

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Synopsis
Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions. Indeed, companies devote a lot of resources on celebrity endorsement to exploit emotional bonds between consumers and brands in order to accomplish their desired brand image and increase brand awareness, differentiation, and brand loyalty. In short, brands that are endorsed by a favourite celebrity and influencer become more credible and trustworthy. This edited book examines this new era of marketing by focusing on the impact of employing celebrities, SMIs and virtual influencers to endorse the brand as a key advertising tactic. In particular, it focuses on the rise of social media usage and the corresponding changes in advertising strategies in the digital era. As well as exploring this rise of celebrity influencers and their value, the book also takes a critical lens, examining their roles in fuelling the growth of materialism, causing mental health issues among adolescents, and aiding the development of fast fashion. With this balanced and comprehensive approach, this book is an essential resource for anyone interested in the future of advertising.
Copyright:
2024

Book Details

Book Quality:
Publisher Quality
ISBN-13:
9783031635168
Related ISBNs:
9783031635151
Publisher:
Springer Nature Switzerland
Date of Addition:
Copyrighted By:
The Editor
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Art and Architecture, Computers and Internet, Business and Finance
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.
Edited by:
Saloomeh Tabari
Edited by:
Qing Shan Ding

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