Sustainability through online renting clothing: Circular fashion fueled by instagram micro-celebrities

Endorsers are highly effective in promoting customer–brand engagement. New endorsers are emerging owing to the digital explosion. Who promotes brands better - mega or macro-influencers? Traditional celebrities can represent both types of endorsers (mega and macro) with a strong online presence but varying numbers of followers. This study conducted an online survey to determine the antecedents and consequences of endorsers' participation in marketing and communication strategies. The results of path analysis showed that brand and endorser credibility played a significant role in determining customer brand engagement and brand equity. Endorser credibility impacted brand equity only in the case of mega-influencers. Smaller influencers exhibited higher prowess than celebrities to engage customers, thus suggesting that “less is more.” 

Mega or macro social media influencers: Who endorses brands better?

The 2019 Legislative Election featured many celebrities involved in the contestation, where a total of 11 of the 16 political parties had legislative candidates from the celebrity circles. Democratic National Party (NasDem) became the party that nominated most celebrities as legislative candidates. Armed with the popularity that has made celebrities attract political parties to nominate them to increase the vote acquisition and even the number of seats. The process of recruiting legislative candidates from celebrities by the NasDem Party is the focus of this research on how the approach and process are carried out. The study uses qualitative analysis with a descriptive approach to describe the process that occurs through interviews and review of documents and news as a source of data. The results obtained indicate that the NasDem Party’s legislative candidate was recruited using an approach that involved the NasDem Party elite and fellow celebrities as intermediaries. Factors driving celebrities to become the NasDem Party’s legislative candidates are moral support (debriefing, fostering, and active interaction with party elites) and material (Campaign Props, campaign costs, financial reimbursement), Indonesian Restoration slogans, and anti-dowry politics, as well as egalitarian politics attitudes. Celebrity-related research in politics has focused a lot on the role of transformation from entertainment to politics. In contrast, this research has focused on recruiting celebrities as legislative candidates by the NasDem Party.

/pdf/celebrities-in-the-recruitment-of-candidates-for-legislative-5dlopp0jd1.pdf

Celebrities in the Recruitment of Candidates for Legislative Members of the Indonesian Parliament in the Legislative Elections

ABSTRACT Some advertisements include celebrity endorsers hoping that will increase the popularity of the ad and, thereby, the celebrity status will be positively associated with the brand. This paper reports the findings of a cross-cultural study undertaken across the cities Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai, using the Foote, Cone & Belding (FCB) grid to determine whether the appearance of a celebrity increases the chance for the advertisement to be liked. The results found that the use of celebrity endorsements in liked advertisements differed considerably, which provide an insight for advertisers developing campaigns using celebrities in different Asian markets.

Celebrity Endorsements in Liked Advertisements: A Study of Asian Countries

Celebrity advertising has become more prevalent in the modern era. A celebrity advertising helps to enhance the sales and provides the mutual benefit to both brand and celebrity. This article reviews the determinants of celebrity advertising and its role to brand equity. Using the fame in the advertising is not a wrong thing, but there are various determinants which affect the celebrity advertising. Result endorses that celebrity profession, trust, attractiveness, decent match with the brand, image, and fame is a most useful tool to attract or fascinate the more customers. Furthermore, using the celebrity in advertising is the rich source of the brand awareness, brand image, brand loyalty, etc. which leads to the high brand equity. Hence the celebrity advertising is a powerful mechanism to influence the customers’ lifestyle or build the brand equity.

Celebrity advertising and its role to brand equity: A review

Brand equity building and managing are one of the pivotal subject matter of research for every business organization for a very long time. Various researchers studied and found there are many determinants which help to build or maintain the brand equity one of the determinants is the advertising media. Advertising media is an approach to enhance the sales that are why companies try to do some more attractive, influencing advertising. Result endorses that global market will be cover by digital media even in India the digital media is growing media apart that traditional media especially radio have a positive growth in Indian market. The various literatures endorses that the adverting media play a significant role to build the brand equity. So it is recommended that to maintain or make the strong brand equity marketer should focus on prevalent or growing media.

Prevalent advertising media & its role to build brand equity: A review

Handle everyday research tasks with reliable, citation-backed results

Your personal Research Agent to handle research tasks with citation-backed results

Popular Tasks used by Researchers

How can I help with your research?

Meet SciSpace

Get more enhanced response by uploading the PDFs you want me to reference.

No relevant PDFs in your library

SciSpace is the AI research assistant for academics. Run systematic literature reviews on 280M+ papers, and write papers with cited sources. Trusted by 1M+ students, PhDs & researchers.

SciSpace | AI for Research

Analyze PDFs

Code & Manuscripts

Funding & Grants

Literature & Patents

Medical & Clinical Data

Systematic Review

Visualize & Present

Web & Data

Build a Google Scholar-like website for your research.

Build a website

Create charts and images for your research

Create a Chart

Write a paper for submission to a journal

Draft a manuscript

Patent Search

Design eye-catching scientific posters in minutes.

Scientific Poster Generation

Systematic Literature Review

One task is running at the moment. Your messages will be shown right after.

Drag and drop or click here to browse

Loved by <highlight>1 million+</highlight> researchers

Extract a list of specific topics and their sources from unstructured text

Topics

Compare and analyze relevant papers that matches with your search

Papers

Get insights from PDFs and bookmarked papers from your library

My library

Recent searches

Try searching for:

Catch AI-generated content in scholarly and non-scholarly content

{ai} Detector

Ai Writer

Get PDF Summaries, highlighted text explanations 

Chat with PDF

Effortlessly create in-text citations and bibliographies in APA and 2,500 other formats

Citation generator

Get explanations, summaries, and answers on academic papers

Ease up your research workflow with {scispace}'s cohort of exciting AI tools

Elevate your academic writing skills and convey your ideas the way you want

Paraphraser

Explore our range of reading and writing tools

Your file is being prepared and should be ready in a few minutes. If it's a large file, it might take a bit longer. You can close this window, and we'll email you the file when it's done.

You have reached a maximum limit of <strong>{limit}</strong> columns in the table. Remove at least <strong>1</strong> column to add or create another one.

Sandeep Kumar

Author Tools

Chat about Author

Papers

Celebrity advertising and its role to brand equity: A review

Prevalent advertising media & its role to build brand equity: A review