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RESEARCH
  ANALYSIS
  TRENDS




































             From celebrities to influencers to


             opportunities and risks


            More and more companies, brands and institutions rely   everyday  lives,  they  are  predestined  for  effective
            on  influencer  marketing:  just  think  about    George   product  recommendation,  offering  new  brand  staging
            Clooney  promoting  Nespresso,  Beyonce  working  with   options.
            Pepsi  and  Taylor  Swift  with  CocaCola,  or  Cristiano
            Renaldo lending his face to various big brands like Nike   In  their  book  „Die  Macht  der  Meinungsführer  –  Von
            or even Asia-based Shopee.                           Celebrities  bis  Influencern“  (english  translation:  ‘The
                                                                 Power  of  Opinion  Leaders  -  From  Celebrities  to
            Apps,  social  media,  and  the  Internet  shower  people   Influencers"),  Prof.  Dr.  Alexander  Schimansky,  Dr.
            with information and advertising, making clear that we   Shamsey  Oloko  and  Dr.  Magdalena  Beck  categorize
            live  in  an  era  of  information  overload  and  multi-  celebrities  and  influencers  according  to  advertising
            channeling.  And  since  it  is  becoming  increasingly   purposes:
            difficult for brands reaching their customers and gaining
            new  ones,  they  rely  on  prominent  celebrities  that   • The  celebrity  stands  out  for  the  fame  achieved
            provide their testimonials: the celebrity plays a leading   through sports, music, fashion or film and TV. Due
            role or role model within society, such as e.g. athletes,   to  popularity  and  reputation,  a  celebrity  has  great
            politicians,  but  also  actors  and  other  media  stars  and   influence  on  fans  and  followers  and  can
            influencers for a sales-promoting effect.               demonstrably    influence   them.   The   term
                                                                    "prominent", however, is very flexible: even finalists
            In  addition  to  the  classic  celebrities  from  film  and   of casting shows, or TV presenters are celebrities,
            television,  the  increasing  importance  of  social  media   although often just for a certain period of time.
            has  established  another  interesting  group:  the
            influencers.  They  have  their  own  online  channels,  a   • The  creator  is  best  known  by  the  classic  term
            huge number of followers, and reach a specific target   influencer,  who  mainly  acts  on  social  media  and
            group  that  makes  them  attractive  from  a  marketing   has a smaller reach than the celebrity. If a creator is
            point  of  view.  Since  influencers  take  their  followers   highly regarded, he/she is also referred to as a ‘key
            often  along  and  give  them  close  insights  into  their   influencer’.



             April 2020: Social Commerce & Influencer Marketing: social shopping as the future of commerce     12
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