Full Description
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.
This edited book examines this new era of marketing by focusing on the impact of employing celebrities, SMIs and virtual influencers to endorse the brand as a key advertising tactic. In particular, it focuses on the rise of social media usage and the corresponding changes in advertising strategies in the digital era. As well as exploring this rise of celebrity influencers and their value, the book also takes a critical lens, examining their roles in fuelling the growth of materialism, causing mental health issues among adolescents, and aiding the development of fast fashion. With this balanced and comprehensive approach, this book is an essential resource for anyone interested in the future of advertising.
Contents
Chapter 1. Introduction.- Chapter 2. Conceptualising influencer, brand, and audience relationships on social media platforms.- Chapter 3. The effect of social media influencers on customers' perceived brand value, brand influencer, and purchase intention: A perspective of Gen Z.- Chapter 4. Impact of social media influencers (SMIs) on millennials choosing a travel destination.- Chapter 5. Advantages and disadvantages of using social media influencers.- Chapter 6. Research on the Effect of Brand Virtual Influencers Endorsement on Consumer Purchase Intention.- Chapter 7. Play or attack: Identity in the virtual world, a conceptual perspective on virtual influencers and influencer marketing.- Chapter 8. Virtual world, fear of missing out and its impact on impulsive buying.- Chapter 9. Virtual Influencers, the Future of Marketing and Branding?.- Chapter 10. Influencers, Materialism, Mental Health and Sustainability.
