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, brand and consumer – the nature of these relationships will vary, but meaningful engagement remains a priority for all parties. Brands using celebrity endorsements bank on the lucrative overlap, growth and evolution of these hybrid fan-consumer communities brought together through social media.
But at the intersection of celebrities, brands and the average social media user, what behavioural forces are at work? Who is influential...