Date of Award
Spring 2023
Degree Name
Bachelor of Science (BS)
Advisor(s)
Marina Carnevale
Abstract
The purpose of this research paper is to analyze and compare the impact that celebrity-endorsed (vs. influencer-endorsed) campaigns have on consumer perceptions. This paper begins with an introduction into how social media marketing campaigns rose in popularity amongst organizations, and how traditional celebrity endorsements have been taken over by influencers in the new age of social media. The paper then moves to a literature review, which covers several experiments that have been done to find correlations between marketing campaigns and consumer perception, social media and the transition away from the traditional marketing campaign, and the increasing preference of influencers over celebrities as endorsers. The current research will include an experiment which investigates whether the type of endorser (celebrity or influencer) and the type of product advertised differently affect consumers. Findings, implications, and recommendations for further research are discussed.
Recommended Citation
Kriz, Sofia, "Celebrity Vs. Influencer: Effects of Social Media Marketing Campaigns on Consumer Perception" (2023). Gabelli School of Business Honors Thesis Collection. 6.
https://research.library.fordham.edu/gabelli_thesis/6
