Celebrity Marketing as a Tool of Brand Promotion

Student: Seleznyova Angelina

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2020

In this paper, an analysis of the phenomenon of celebrity marketing and its use as a tool for brand promotion was carried out. At the first stage, a review of existing research on the topic was conducted. Further, in order to identify the relationship between specific characteristics of the Russian stars' images and the degree of consumer trustworthiness in them, as well as to determine the most significant of them, an analysis was made based on the data obtained during an online survey, in which women evaluated the importance of characteristics in forming trust to advertising using celebrity marketing. Based on the results of the study, recommendations were formed that could help in creating the maximum level of trustworthiness in the advertising of makeup products using celebrity marketing tools.

Full text (added May 21, 2020)

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