Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

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Analysis of the Reasons for the Prevalence of Celebrity Advertising

Authors
Yubo Wu1, *
1Department of Finance and Economics, Jiangxi Normal University, Nanchang, 330022, China
*Corresponding author. Email: 2478990253@qq.com
Corresponding Author
Yubo Wu
Available Online 31 December 2022.
DOI
10.2991/978-94-6463-036-7_18How to use a DOI?
Keywords
celebrity advertising; celebrity advertising; Endorsemen
Abstract

Celebrity endorsements, a mature marketing strategy that has been adopted since the end of the 19th century, have now penetrated all walks of life. Celebrity advertising has become more and more popular, and "celebrity advertising" has become a controversial term. In this paper, through the consultation of relevant literature, the data are statistically analyzed, and three major problems are mainly studied. The first is to analyze the market status of celebrity advertising, and then to discuss the mechanism behind the prevalence of celebrity advertising from the two perspectives of enterprises and consumers, trying to guide the market consumption behavior and the rationalization of marketing competition among market players. At the same time, the research found that in the case of quality control, celebrity advertising can promote consumption and bring profits to enterprises. On the contrary, in the case of poor-quality control or negative information of celebrities themselves, it will lead to reduced consumption and damage to corporate earnings.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2022
ISBN
978-94-6463-036-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-036-7_18How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yubo Wu
PY  - 2022
DA  - 2022/12/31
TI  - Analysis of the Reasons for the Prevalence of Celebrity Advertising
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 122
EP  - 127
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_18
DO  - 10.2991/978-94-6463-036-7_18
ID  - Wu2022
ER  -