Analysis of the Impact of Spokesperson Marketing on Brand Influence in the Context of Social Media

Liting Jiang

doi:10.54254/2753-7048/39/20240685

Research Article

Open access

Published on 4 March 2024

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Jiang,L. (2024). Analysis of the Impact of Spokesperson Marketing on Brand Influence in the Context of Social Media. Lecture Notes in Education Psychology and Public Media,39,112-118.

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Analysis of the Impact of Spokesperson Marketing on Brand Influence in the Context of Social Media

Liting Jiang *^,1,

¹ University of New South Wales

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2753-7048/39/20240685

Abstract

With the increasingly fierce market competition, brand marketing and spokesperson marketing have become important means for enterprises to enhance competitiveness. However, how to choose the right spokesperson, formulate effective marketing strategies and avoid potential risks are important issues facing enterprises. By using the methods of literature research and case analysis, this paper deeply studies the type segmentation and operation mechanism of spokesperson marketing, and analyzes the marketing methods, effects and potential risks of spokesperson combined with specific cases. The results show that selecting the right spokesperson and formulating effective marketing strategies are important to enhance brand awareness and reputation. Enterprises need to establish a sound spokesperson management system and effect evaluation system to ensure the standardization and effectiveness of spokesperson marketing activities. At the same time, this study also takes X and W as examples to explore the huge commercial value they bring to the brand as popular artists, as well as the operation mechanism and characteristics behind them. Through in-depth analysis of the types and effects of its endorsement activities, the study found that the spokesperson played an effective role as a bridge between the brand and consumers, transmitting brand information and promoting the promotion of sales and brand image. In addition, this study also discusses the strategies and potential risks of selecting spokesmen, which provides wise decision guidance for enterprises.

Keywords

Brand marketing, celebrity endorsements, social media, influencers, spokesperson marketing

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References

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Cite this article

Jiang,L. (2024). Analysis of the Impact of Spokesperson Marketing on Brand Influence in the Context of Social Media. Lecture Notes in Education Psychology and Public Media,39,112-118.

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About volume

Volume title: Proceedings of the 2nd International Conference on Social Psychology and Humanity Studies

Conference website: https://www.icsphs.org/

ISBN：978-1-83558-313-5(Print) / 978-1-83558-314-2(Online)

Conference date: 1 March 2024

Editor：Kurt Buhring

Series: Lecture Notes in Education Psychology and Public Media

Volume number: Vol.39

ISSN：2753-7048(Print) / 2753-7056(Online)

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