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Influencer Versus Celebrity Endorser Performance on Instagram

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Deniz Zeren

    (Çukurova University)

  • Nilüfer Gökdağlı

    (Istinye University)

Abstract

With the evolution of technology, social network sites become a new medium for consumers and marketing professionals. Instagram is one of the fastest growing mediums since it allows marketing practitioners to interact with their audience by capturing and sharing photographs and videos to build a relationship and also has a great potential of online shopping. Instagram offers not only a new medium or e-shopping platform but also offers new ways of celebrity endorsements. Thousands or even millions of people follow not only traditional celebrities like actors, singer, etc. but also accounts of normal everyday people, called as influencers on these social media platforms like Instagram. The purpose of this paper is to examine how brands utilize influencers and celebrities for building and maintaining relationships with various publics on Instagram. This paper presents the results of a content analysis that examined the use of brands by Turkish influencers and celebrities on Instagram. Brands appearing on ten influencers’ and ten celebrities’ Instagram pages, during the first 5 months of 2019, were examined using a criteria set to make comparisons. The results of this research can be used as a starting point by brands targeting Turkish audience for determining marketing strategies on Instagram.

Suggested Citation

  • Deniz Zeren & Nilüfer Gökdağlı, 2020. "Influencer Versus Celebrity Endorser Performance on Instagram," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Prokopios Theodoridis (ed.), Strategic Innovative Marketing and Tourism, pages 695-704, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-36126-6_77
    DOI: 10.1007/978-3-030-36126-6_77
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    Cited by:

    1. (Chloe) Ki, Chung-Wha & Park, Sangsoo & Kim, Youn-Kyung, 2022. "Investigating the mechanism through which consumers are “inspired by” social media influencers and “inspired to” adopt influencers’ exemplars as social defaults," Journal of Business Research, Elsevier, vol. 144(C), pages 264-277.

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