Exploring the Impact of Celebrity Endorsement of Food Advertising on Brand Sales

Taking Teenagers as the Survey Object

DOI

10.2991/assehr.k.220105.068How to use a DOI?

Keywords

Celebrity endorsement; Brand sales volume; Food Advertising; Youth consumption behavior

Abstract

It is elaborated that teenagers are overly star-crossed, which has led to a lot of negative behaviors such as impulsive spending. In this article, we investigate what benefits celebrity endorsements have on increasing brand sales. We will appeal to the idea that youth should have financial management through the impact of celebrity endorsements on youth. The main method used in this article is literature review, where the main resources include secondary literature, mainly journal article and academic thesis. Contemporarily, the status of entertainment stars has gradually increased in the hearts of teenagers. Therefore, entertainment stars have accumulated a large fan base, especially with teenagers as the main group. With the rapid development of new media, celebrity endorsement of food advertisements has become a major strategy for companies and brands to market their food products. It has become a promotional tool used by many companies or brands to increase their visibility. In order to increase brand sales and gain more profits, brands must find famous people to endorse their brands Teenagers are susceptible to the huge role of celebrity endorsement. While teenagers maintain a rational and correct view of consumption, companies should also choose celebrity endorsers rationally. This will further increase the sales of the brand and also reduces the negative impact of celebrities on young people. The results shed light on food advertisement endorsed by celebrities are of great benefit to brand sales. An important reason for writing this paper is that there is no comprehensive analysis of the effects of celebrity endorsement on adolescents by domestic scholars. Most domestic and foreign scholars have not yet reached a clear conclusion on the topic of celebrity endorsement of health food advertisements, which may increase brand sales, as it is mostly expressed in argumentative language and conceptualized.

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  - Chang Nie
AU  - Wutong Liu
PY  - 2022
DA  - 2022/01/17
TI  - Exploring the Impact of Celebrity Endorsement of Food Advertising on Brand Sales
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 362
EP  - 366
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.068
DO  - 10.2991/assehr.k.220105.068
ID  - Nie2022
ER  -