The Use of Reputational Potential of Celebrity in Social Project

Student: Moiseeva Ekaterina

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2016

The research is aim to study the possibility of increasing the efficiency of social projects by using reputation potential of celebrities. The assumption is that building an effective communication strategy of the social project with the participation of celebrities is possible only by using a holistic and systematic approach. The study identifies the criteria for evaluating the effectiveness of social projects. The attitude of Russians to the participation of celebrities in social project is analyzed by using the method of quantitative research. The paper also include case-study of Russian's practice of recruiting celebrities to participate in social projects. According to the results the author developed methodologies and recommendations for building a communication strategy of social projects with using potential reputation of celebrities.

Full text (added May 12, 2016)

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