Influencer Versus Celebrity Endorser Performance on Instagram

Deniz Zeren and Nilüfer Gökdağlı ()
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Deniz Zeren: Çukurova University
Nilüfer Gökdağlı: Istinye University

A chapter in Strategic Innovative Marketing and Tourism, 2020, pp 695-704 from Springer

Abstract: Abstract With the evolution of technology, social network sites become a new medium for consumers and marketing professionals. Instagram is one of the fastest growing mediums since it allows marketing practitioners to interact with their audience by capturing and sharing photographs and videos to build a relationship and also has a great potential of online shopping. Instagram offers not only a new medium or e-shopping platform but also offers new ways of celebrity endorsements. Thousands or even millions of people follow not only traditional celebrities like actors, singer, etc. but also accounts of normal everyday people, called as influencers on these social media platforms like Instagram. The purpose of this paper is to examine how brands utilize influencers and celebrities for building and maintaining relationships with various publics on Instagram. This paper presents the results of a content analysis that examined the use of brands by Turkish influencers and celebrities on Instagram. Brands appearing on ten influencers’ and ten celebrities’ Instagram pages, during the first 5 months of 2019, were examined using a criteria set to make comparisons. The results of this research can be used as a starting point by brands targeting Turkish audience for determining marketing strategies on Instagram.

Keywords: Brand endorsement; Influencer marketing; Celebrity endorsement; Social media; Instagram; Content analysis (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/978-3-030-36126-6_77

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