Are social influencers the new celebrity endorsers?

Yeah, I really think it's very similar. We're now seeing these influencers become like celebrities in their own right, but because they begin with things like product reviews and other similar content before they get sponsored or endorsed to do so I think it gives social media users a bit more faith in what they have to say

Yeah, I think they are more credible since you can see the before, during and after over a long period of time. Perhaps they may also be selling their advice in the end, but at least they do actually have to use the products they endorse. Much better than say, picking someone who's got good skin already and claiming some make up they're using for the first time is due the credit. A video made by someone who just likes sharing and helping is also much more credible than a photo designed and photoshopped by a company worth millions and just want your money.

Yeah, I think they are more credible since you can see the before, during and after over a long period of time. Perhaps they may also be selling their advice in the end, but at least they do actually have to use the products they endorse. Much better than say, picking someone who's got good skin already and claiming some make up they're using for the first time is due the credit. A video made by someone who just likes sharing and helping is also much more credible than a photo designed and photoshopped by a company worth millions and just want your money.

I dont really trust anyone but myself so no

Interesting....If you had to choose to trust someone do you think you would choose a traditional celebrity like a film star or an individual who had rose to fame through thousands of people following them?

There has been a rise in the use and daily interactions with social media in the past 20 years. New 'celebrities have risen out of moderate obscurity. For a good example of this, we can look at 'Zoella', a beauty vlogger who has shot to fame in just under nine years. The impact of her popularity was demonstrated when she released her first book in 2014. The book was the fastest selling book of that year and broke the record for the highest first weeks sales for a debut author.

With the rise of these social celebrities over the last decade or so, are we now being marketed to in different ways? Are social influencers become the new celebrity endorsers?

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Dr Clay Grandsen is a Lecturer of Marketing who teaches across all levels, from undergraduate to postgraduate. His PhD was in the area of customer delight in the hospitality sector. In addition to Dr. Gransden's academic expertise, he also has over 10 years’ experience working in the Hospitality and Marketing sector. His main area of focus is now on consumer behaviour, focusing specifically on fans and purchase behaviour.

There has been a rise in the use and daily interactions with social media in the past 20 years. New 'celebrities have risen out of moderate obscurity. For a good example of this, we can look at 'Zoella', a beauty vlogger who has shot to fame in just under nine years. The impact of her popularity was demonstrated when she released her first book in 2014. The book was the fastest selling book of that year and broke the record for the highest first weeks sales for a debut author.

With the rise of these social celebrities over the last decade or so, are we now being marketed to in different ways? Are social influencers become the new celebrity endorsers?

__________________________________________________________________________________________

Dr Clay Grandsen is a Lecturer of Marketing who teaches across all levels, from undergraduate to postgraduate. His PhD was in the area of customer delight in the hospitality sector. In addition to Dr. Gransden's academic expertise, he also has over 10 years’ experience working in the Hospitality and Marketing sector. His main area of focus is now on consumer behaviour, focusing specifically on fans and purchase behaviour.

They are not celebrities.

There has been a rise in the use and daily interactions with social media in the past 20 years. New 'celebrities have risen out of moderate obscurity. For a good example of this, we can look at 'Zoella', a beauty vlogger who has shot to fame in just under nine years. The impact of her popularity was demonstrated when she released her first book in 2014. The book was the fastest selling book of that year and broke the record for the highest first weeks sales for a debut author.

With the rise of these social celebrities over the last decade or so, are we now being marketed to in different ways? Are social influencers become the new celebrity endorsers?

__________________________________________________________________________________________

Dr Clay Grandsen is a Lecturer of Marketing who teaches across all levels, from undergraduate to postgraduate. His PhD was in the area of customer delight in the hospitality sector. In addition to Dr. Gransden's academic expertise, he also has over 10 years’ experience working in the Hospitality and Marketing sector. His main area of focus is now on consumer behaviour, focusing specifically on fans and purchase behaviour.

Does that matter?

I agree. I don’t think social influencers are completely killing off celebrity endorsement, but actually they are becoming a new type of celebrity themselves. You could argue a YouTuber with a million subscribers is just as ‘famous’ as a TV personality who would be considered a celebrity. But even with celebrity endorsement these days I'm sure their social following will be considered and taken into account. Take the online fashion world, they are always announcing new collaborations with people who have hundreds of thousands even millions of followers, regardless of their celebrity status. It’s all about their following. However, I think we’re all becoming a bit wiser to influencers in general and the ways in which they’re using their platform to endorse products. The amount of promotion I see on Instagram is crazy, and the perception that these are all real people is slowly dying as they post less and less organic content.