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Analysis of the Reasons for the Prevalence of Celebrity Advertising

In: Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

Author

Listed:
  • Yubo Wu

    (Jiangxi Normal University, Department of Finance and Economics)

Abstract

Celebrity endorsements, a mature marketing strategy that has been adopted since the end of the 19th century, have now penetrated all walks of life. Celebrity advertising has become more and more popular, and "celebrity advertising" has become a controversial term. In this paper, through the consultation of relevant literature, the data are statistically analyzed, and three major problems are mainly studied. The first is to analyze the market status of celebrity advertising, and then to discuss the mechanism behind the prevalence of celebrity advertising from the two perspectives of enterprises and consumers, trying to guide the market consumption behavior and the rationalization of marketing competition among market players. At the same time, the research found that in the case of quality control, celebrity advertising can promote consumption and bring profits to enterprises. On the contrary, in the case of poor-quality control or negative information of celebrities themselves, it will lead to reduced consumption and damage to corporate earnings.

Suggested Citation

  • Yubo Wu, 2022. "Analysis of the Reasons for the Prevalence of Celebrity Advertising," Advances in Economics, Business and Management Research, in: Yushi Jiang & Yuriy Shvets & Hrushikesh Mallick (ed.), Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), pages 122-127, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-036-7_18
    DOI: 10.2991/978-94-6463-036-7_18
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