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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