Brand Promotion on Celebrity Social Network Profiles: Message Perception and Performance Evaluation

In this paper, the promotion of brands in the profiles of social networks of celebrities is considered. The relevance of the work is due to the growing interest of advertisers to celebrities as a tool for promotion. The aim of the work is to develop recommendations for the promotion of luxury jewelry brands through social media channels with the help of celebrities of different levels (for example, Bvlgari). Empirical research methods include: review of academic literature, content analysis, in-depth interviews and online survey. In the first chapter is given the content of the concept of "promotion", the main components of the marketing communications complex and analysis of social networks as a new communication channel. The second chapter describes the interaction of counterparties in social networks, the definition of "celebrity" as a promotion tool and the main types of advertising messages celebrities. The third chapter includes an empirical study - an analysis of Instagram's content, an interview and an online survey that will determine the severity of the Bvlgari attributes in various types of advertising messages of the three kinds of celebrities. As a result, the most effective types of advertising messages for the promotion of luxury brands have been identified, for Bvlgari the most suitable celebrities are determined in terms of the expressiveness of the brand attributes and the evaluation of the ER coefficient. Perceptions of Bvlgari attributes are higher in the posts of the official account and in the posts of ambassadors, low in the posts of non-brand ambassadors. It has also been revealed that for the promotion of luxury brands, the use of micro-influenzers can be effective, and increasing the number of subscribers does not always lead to an increase in ER. The author formed recommendations on the promotion of luxury jewelry brands, which can be implemented in the practice of advertising agencies, advertisers, celebrities.