A study on the influence created by traditional celebrities among the students of age 17-24 through celebrity endorsement

Abstract

Using a well-known individual to promote a good or service is a common marketing
tactic. Examples include celebrity endorsement and influencer marketing. This paper study
the Influence created by both the Traditional celebrities and the Instagram Influencers
through their celebrity endorsement and the Influencer Marketing simultaneously among the
college going students of age 17-24 who are most exposed to mainstream media and the
social media. The researcher uses the quantitative approach to study the influence created
through mediated communication i.e., mainstream media and social media among the 100
respondents. The researcher uses social presence theory. The researcher streams videos of
advertisements by both Traditional celebrities and the Instagram influencers and studies the
influence created among the respondents. The researcher finds that comparing Traditional
celebrities and the Instagram influencers, most of the respondents trust celebrity endorsement
by the Traditional celebrities but feel more envious towards the Instagram influencers.