Celebrity endorsement: Socialise the endorsement

Social media has spawned a number of hybrid fan-consumer communities, to the extent that brands that use celebrity endorsement are banking on the lucrative overlap, growth and evolution of these communities.

Celebrity endorsement: Socialise the endorsement

Hannah Yelin and Katie KinnearGrey London and The Social Partners

Leveraging a celebrity linkage by tying celebrity, fan and brand together through social media maximises the engagement.

Celebrity and fan,...