Using celebrities in advertising: does it pay off?
Celebrity advertisement drives the sales of many products. These days, a celebrity advertisement can tap into the social media following of celebrities. That is direct access to thousands of eyes for a product in addition to the credibility of a celebrity endorsement. Social media is especially useful in reaching younger generations. Social media offers a glimpse into the lives of celebrities. The celebrity effect of seeing a star using a product on social media can thrust a brand into the limelight overnight. That is why so many brands are clamoring to promote their products through celebrity advertisement. Celebrities are familiar faces that we associate with familiar characteristics. People are inclined to trust a recommendation or endorsement from a known public figure. We feel like we personally know celebrities and we trust them.