INTRODUCTION
1.1 Background to the Study
Today, one of the most prevalent forms of advertising is through the use of celebrity endorsement. In fact celebrity endorsers are being used extensively in almost all television advertisements for the promotion of different brands, products and services. Marketers invest huge amounts of money in contracts with celebrity endorsers each year, with the belief that celebrities affect the process of selling of their brands or products positively. Marketers use celebrity endorsement in order to help in easy brand recall especially during purchasing situations.
According to (Neha 2013), celebrity endorsement in business organizations has become a multi-million industry especially in advertising. Nowadays, it has become a pervasive element of advertising industry to endorse a celebrity for advertising a product to arrest the attention of the consumers. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares.
Meanwhile, when a
product, brand or service needed to be presented in terms of running a brand’s
or product’s official, social media therefore interact with consumers assuming
the role of the brand, consumers feels an illusion of having an actual
relationship with the brand presented product or service. (Anagha, 2013)
In less than a decade
after the invention of social media, it became the most popular activity on the
internet and have been so successful that they reach more consumers than email
ever did (Bright and Cunningham, 2012). Social media is a group of
internet-based applications that build on the ideological and technical
foundations of Web 2.0, which allow the user creation and exchange of generated
content. (Kaplan and Haenlein, 2010).
Social media therefore
is a broad term that describes software/tools that create user generated
content that can be shared (Sinclaire, Jollean and Vogus, 2011). There are
certain fundamental features necessary for a website to meet the requirements
as a social network website. The site must contain user profiles, a content,
and a method that permits users to connect with each other and post comments on
each other’s pages, and join virtual groups based on common interests such as
fashion or politics (Cox, 2010).
Classification of
Social Media by social presence/media richness and
self-presentation/self-disclosure are as follows, blogs, social networking
sites (e.g.: Facebook), virtual social worlds (e.g.Second life), collaborative
projects (e.g. Wikipedia), content communities (e.g.YouTube) and virtual game
worlds (eg: World of war craft) (Kaplan and Haenlein, 2010).
Meanwhile, the
motivation to adopt a celebrity for brand recognition is to attract the
customer’s attention and developing positive associations not just to influence
or recall the consumers, but also to induce trial and eventually affect consumers
purchasing/buying decisions. In marketing where advertising plays a vital role
in coordinating consumer purchases, it becomes important for companies to
induce all possible measures to influence, motivate and inculcate the interest
of the consumers to purchase the product or subscribe to the service advertised
through an effective advertising campaign. (Neha 2013).
Celebrities therefore
are the people who enjoy public recognition by a large share of a certain group
of people whereby attributes like class, attractiveness, extraordinary
lifestyle are examples and specific common characteristics cannot be observed
though it can be said that within a corresponding social group celebrities
generally differ from the social norm and enjoy a high degree of public awareness.
(Anagha, 2013).
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