"In the brave new world of social media, marketers are doubling down on celebrity endorsements, banking on stars’ earned media mojo to help their campaigns catch fire. Take HTC’s splashy, $1 billion campaign starring Robert Downey Jr...."
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consumer psychology
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Real-life consumer psychology – with a touch of technology
Curated by
Leona Ungerer
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This article talks about how large amounts of money are spent on celebrities to endorse products and whether or not its worth it. It mentions that when choosing the celebrity for the product, they are chosen based off of their relevance because they are truly wanted for the product exposure that only a hollywood celebrity can bring. Due to social media and such strong followings of celebrities on them, exposure of product is huge when paired with one of these relevant celebrities.