Celebrities, Social Media Influencers and Reference Groups

Peng Chen ()
Additional contact information
Peng Chen: Jiujiang University

Chapter 9 in Digital Transformation for Fashion and Luxury Brands, 2024, pp 185-205 from Springer

Abstract: Abstract Celebrity endorsement is one of the most commonly used marketing strategies in the fashion and luxury industry. In the process of digital transformation, brands are also exploring more effective ways to reach consumers. Social media platforms have attracted more and more web traffic over the past decade. Social media has changed the way fashion diffuses. Brands should not ignore the tremendous influence of social media in our daily lives. Web 2.0 has brought richer forms of Internet advertising through social media, and with the increasing popularity of short videos, microblogs and other forms of content, the definition of ‘celebrity’ has also been expanded. Non-traditional celebrities or social media influencers have become the most active group of people on social media apps and increasingly play the role of the reference group.

Keywords: Celebrity endorsement; Social media influencer; Reference group (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-35589-9_9

Ordering information: This item can be ordered from
http://www.springer.com/9783031355899

DOI: 10.1007/978-3-031-35589-9_9

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().