The Factors That Influence the Efficacy of Celebrity Endorsement

DOI

10.2991/assehr.k.220105.032How to use a DOI?

Keywords

Celebrity Endorsement; Agent System; Role Model; Profile; Reputation; Expertise

Abstract

With the development of Internet society, more and more celebrities begin to use their traffic to turn to the actual revenue. Many companies are also interested in the influence and the traffic of celebrities and invite them to endorse their products to stimulate their product sales. Many multimedia and platform data show that the endorser can indeed improve product sales. However, to maximize the positive impact of the endorser on product sales, companies need to select appropriate endorsers for their products. This research is aimed at how companies can choose an endorser who is most beneficial to their products. Through the research method of literature review, the whole study summarizes three criteria or aspects of the endorser that can most affect the efficacy of product sales: the profile, reputation, and expertise. These three aspects respectively represent the specific image or a setting of celebrities in front of the public, the moral image of celebrities in the public’s eye, and the professionalism of celebrities in endorsing products. Using these three can help the companies have a standard for finding endorsers for their products to improve product sales.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Qi Chen
PY  - 2022
DA  - 2022/01/17
TI  - The Factors That Influence the Efficacy of Celebrity Endorsement
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 164
EP  - 168
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.032
DO  - 10.2991/assehr.k.220105.032
ID  - Chen2022
ER  -