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Celebrity endorsement on instagram as a social media marketing tool for online stores

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Online store is considered one of the promising businesses in Indonesia, considering the high number of Indonesians Internet users. However, the increasing competition among online stores has pushed online storeowners to seek other ways to attract customers. One of the trends found is by using celebrity endorsement through social media. By focusing on celebrity endorsement on Instagram, this research aims to analyse and gain greater understanding of the use of celebrity endorsement on Instagram as a social media marketing strategy for online stores. It also attempts to find out the impact of celebrity endorsement and the online stores? criteria for choosing celebrities to represent their products. Through in-depth interviews with six online storeowners in Jakarta, the research found that the impact of celebrity endorsement is associated with the increasing number of followers, orders, and revenue. The study also identified there are three criteria for choosing celebrities to represent their products including celebrities? attractiveness, their credibility, and their capability to transfer meanings to customers.

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Availability

B01507

(wh)

Available

Detail Information

Series Title

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Call Number

1507

Publisher

: Swiss German University., 2013

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

PR

Specific Detail Info

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Statement of Responsibility

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