Celebrity endorsement: Socialise the endorsement
Hannah Yelin and Katie Kinnear
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,...
