4 Ways to use Celebrities to Appeal to Customers as a Reference group: Consumer Behaviour

4 Celebrity appeals to Reference groups in Consumer Behaviour

This video shows the four types of celebrities appeals. Celebrities are used in the context of reference groups. it highlights how celebrities are used to influence consumer behaviour through effective targeting.
This video shows how marketers use celebrity appeals in 4 specific ways or strategies - celebrity as actor, celebrity endorsement, celebrity testimonials or in advertisements, celebrity citing product benefits, and celebrity as a spokesperson.
It also shows the importance of credibility of the celebrity as a key success factor in the use of celebrity appeals.
Celebrity or celebs is a popular type of reference group appeal. People look at TV personalities, actors, musicians, sports heroes, and TV stars as celebrities who live an idolised life that they wish for.

00:00 Celebrity appeals in consumer behaviour
00:56 Celebrity testimonials
01:13 Celebrity endorsement
03:19 Celebrity as actor
03:41 Celebrity as spokesperson
04:29 Celebrity reference groups and communication