Analysis of the Reasons for the Prevalence of Celebrity Advertising

Yubo Wu ()
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Yubo Wu: Jiangxi Normal University, Department of Finance and Economics

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 122-127 from Springer

Abstract: Abstract Celebrity endorsements, a mature marketing strategy that has been adopted since the end of the 19th century, have now penetrated all walks of life. Celebrity advertising has become more and more popular, and "celebrity advertising" has become a controversial term. In this paper, through the consultation of relevant literature, the data are statistically analyzed, and three major problems are mainly studied. The first is to analyze the market status of celebrity advertising, and then to discuss the mechanism behind the prevalence of celebrity advertising from the two perspectives of enterprises and consumers, trying to guide the market consumption behavior and the rationalization of marketing competition among market players. At the same time, the research found that in the case of quality control, celebrity advertising can promote consumption and bring profits to enterprises. On the contrary, in the case of poor-quality control or negative information of celebrities themselves, it will lead to reduced consumption and damage to corporate earnings.

Keywords: celebrity advertising; celebrity advertising; Endorsemen (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-036-7_18

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DOI: 10.2991/978-94-6463-036-7_18

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