8.9 : 名人代言和网红营销

Celebrity endorsement and influencer marketing involve brands partnering with famous individuals to promote their products or services.

Celebrity endorsement is a commercial tactic where distinguished personalities from sports or art lend their influence to promote products, like athletes endorsing sports drinks on TV.

Similarly, influencer marketing is an advertising approach where social media personalities with a dedicated niche audience promote products, like fashion bloggers showcasing clothing brands on Instagram.

Their large fanbase enhances brand visibility and credibility, inspiring fans to purchase the latest products, support causes, or even adopt lifestyles.

Businesses partner with celebrities and influencers for their broad popularity, appeal, and persuasive influence, boosting product desirability and suggesting uniqueness.

This approach offers benefits like engaging the audience, building trust, fostering relationships, and boosting brand recognition.

Yet, they also have drawbacks such as high financial costs, maintaining a positive image, and ensuring authenticity.

Technological advancements such as social media, digital tools, and AI are propelling the growth of celebrity endorsement and influencer marketing, signifying a substantial shift in marketing communication.