Influencer and celebrity marketing in branding

Abstract

The purpose of this thesis is to research influencer and celebrity marketing in branding. With the appearance of social media, the popularity of digital marketing increased. The concepts such as influencers have become new internet celebrities. In brand management, celebrity marketing is quite a common marketing practice for brands that existed before the digital environment. Influencer marketing is familiar in that sense. Both marketing tools tend to improve brand image and brand awareness due to the personal brand of celebrity or influencer. Both celebrities and influencers share opinions regarding the brand with their followers and fans and influence their perceptions regarding the brand. The survey research was created for ordinary social media users to collect their opinions on this topic. The results demonstrate that even though influencer and celebrity marketing can positively impact a company’s brand, there is a certain distrust in influencers’ and celebrities’ recommendations. Overall, the results do not display a strong positive perception of influencers, celebrities are shown to be more favorable and credible in respondents’ minds. Therefore, even though in theory these marketing practices provide significant benefits to the brand, it is important to take into account other facts and not perceive these two marketing tools as a promised success. For the right implication, it is necessary to evaluate many factors including company brand and personal brand of influencer or celebrity.