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Celebrity, Social Media Influencers and Brand Performance:
Exploring New Dynamics and Future Trends in Marketing
English | 2024 | ISBN: 3031635159 | 288 Pages | PDF EPUB (True) | 12 MB

Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions. Indeed, companies devote a lot of resources on celebrity endorsement to exploit emotional bonds between consumers and brands in order to accomplish their desired brand image and increase brand awareness, differentiation, and brand loyalty. In short, brands that are endorsed by a favourite celebrity and influencer become more credible and trustworthy.

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