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RESEARCH
        • The  customer  is  one  of  the  most  credible   Depending  on  which  celebrity  or  influencer  is  used,  it   ANALYSIS
          advertising  faces,  since  they  generally  show  that   can  be  controlled  which  specific  target  group  is   TRENDS
          they are genuinely convinced of the brand.       addressed.  In  the  mentioned  case,  sports  and
                                                           Basketball enthusiasts respectively. While social media
        • Many  companies  are  now  even  using  their    influencers  are  more  likely  to  win  over  younger
          employees as their new advertising face, known as   audiences, the older generation trusts in familiar faces
          the  colleague,  who  convey  credibility  and   from  the  show  business.  But  besides  the  age  criteria,
          authenticity.                                    selections can be based on other reasons, too.

       What most people agree on is that celebrities providing   Social media influencers in particular have very specific
       testimonials  for  products,  so-called  ‘celebrimonials’,    target  groups.  In  general,  it  can  be  said  that  the
       attract  attention,  which  justifies  the  high  costs  they   characteristics of the influencers can be transferred one
       usually create for advertisers. Consumers assume that   to one to those of their followers. Hence, the choice of
       the  product  must  be  really  good  and  delivers  what’s   the celebrity is crucial for the success of the advertising
       promised, if a celebrity promotes it. Many consumers,   campaign.
       especially  younger  ones,  buy  the  product  just  to
       emulate  the  celebrity  or  to  feel  at  least  a  bit  like  the   The body care brand Dove, for instance, came up with
       star.  However,  a  downside  could  be  that  a  campaign   an extraordinary path when choosing their testimonials
       with a celebrity can make big waves and become a big   that’s worth to mention in this context. True to Dove’s
       scandal, too.                                       belief that in addition to the skin, the beauty of a person
                                                           is  complex,  too,  therefore  choosing  their  testimonials
       Anyway,  consumers  recall  products  easier  if  they   solely  based  on  their  personal  life  story,  which  the
       associate  it  with  a  celebrity.  In  other  words,  the   applicants  sent  to  the  company  in  advance  -  before
       recognition  value  of  advertising  with  a  celebrity  is   they came to the studio. Dove had no information about
       significantly  higher.  The  reputation  that  precedes  the   body measurements, skin and hair color. This approach
       celebrity  is  automatically  transferred  to  the  advertised   seemed  to  fit  the  brand  image  perfectly,  so  the
       product  (image  transfer):  e.g.,  if  a  Michael  Jordan,   advertising campaign was a complete success and the
       Kobe  Bryant,  or  LeBron  James  advertise  Nike  shoes,   support of a celebrity was superfluous. ◊
       they  seem  credible  to  customers  who  connect  the
       sporty  look  of  the  influencer  with  the  shoes  besides                     By Daniela La Marca
       feeding them the belief of being able to achieve similar
       goals as the Baskeball stars.








































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