Studying Celebrity Engagement on Social Media

Abstract

Leveraging a celebrity for instant recognition and visibility or building significant brand credibility and driving sales has been a long-established recipe for success over the years. Engaging a reputed face for brand promotion has ever been an exorbitant investment. Digital or social media as a communication platform has not only driven brands to create a desired recall without the burden of unreasonable spends, but has also strengthened and empowered celebrity engagement like never before by throwing a versatile array of options for individual branding and visibility. This chapter aims to explore and analyse the engagement of celebrity on different social media platforms like Facebook and Instagram, Twitter etc. with special reference to Bollywood. It delves into understanding the engagement patterns; aspects of celebrity evoked; brand impact; media celebrity brand fit, and intended target audience whether it leads to action or Influences perceptions.