the power of perceived authenticity: comparing the efficacy of endorsements of beauty products between traditional celebrities and social media influencers
Celebrity endorsement has been perceived as one of the most effective marketing tactics
to trigger consumers’ intent to purchase for decades. A successful celebrity endorsement could
positively affect consumers’ attitudes towards the brand in addition to the products. Studies show
celebrities could also impact the connection with the brand in terms of sales, and even brand
switching.
However, with the growing popularity of the social media networks, many companies
recognize the potential marketing strategy for hiring social media influencers as endorsers in
order to reach younger target audiences.
The goal of this study addresses the participant’s efficacy in putting on makeup after
watching a “ real person” beauty blogger versus a celebrity blogger. The intent of this study is to
determine which type of endorsers are more effective on the target audience. This effectiveness
will be measured by variables such as credibility, professionalism, attractiveness, and
customers’ intent to purchase.
