Remake of Project 3 Argument Map: ""How do celebrities impact consumer behavior and contribute to the culture of consumerism? " by Meenakshi Muppidi

Background Info

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There has been a notable shift in the public's attitude of celebrities' participation in product endorsements in recent years. After being called "sell-outs," celebrities are now praised for their astute investing choices, which smoothly weave financial endeavors into their overall professional narratives. The wide range of items that celebrities support, from well-known brands like Air Jordan to more commercially driven endeavors like the George Foreman Grill, is a crucial component of this progression, as mentioned by nytimes writer Amanda Hess in “The Triumph of the Celebrity Endorsement”. The world of celebrity endorsements is evolving, following the path from skepticism against these initiatives to appreciation for celebrities' ability to turn a profit. The rise of social media, and in particular how Instagram has become a 'Millennial QVC,' has completely changed the way that consumers and celebrities interact, blurring the lines between their personal and professional lives. With all of this being taken into consideration, the prevalence of celebrity culture has been rooted deep in our lives. The intersection of fame and business has given rise to a new paradigm where celebrities are not merely entertainers but influential figures shaping consumer behavior, setting trends, and establishing their own brands and companies. Celebrities are stepping up to become co-founders, co-owners, or creative directors of companies instead of just spokesmodels, which indicates a more involved and hands-on approach to the things they design or promote. Hess highlights this change heralds a "golden age" of celebrity branding, with stars influencing a wide range of goods, from food and drink to cosmetics and fashion. The complex and dynamic nature of the link between celebrities and consumerism is highlighted by this reciprocal interaction, which is influenced by social media's influence, subtle changes in perception, the dynamic evolution of celebrity endorsements, and the broad appeal of celebrity branding.

Key Terms

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1. social media: social publishing platform where people can interact and share ideas and perspectives in virtual communities

2. celebrity to consumer intimacy: the deeper bond made possible by social media and the internet, which permits online shopping and direct communication.

3. entrepreneurs (celebrities): Celebrities that go from being spokesmodels to actively participating in enterprises they support or develop as co-founders, co-owners, or creative directors.

4. Celebrity Branding: the idea that we are living in a "golden age" of celebrity endorsements for a wide variety of goods.

5. Inversion of Celebrity's endorsement: a change in the market where people purchase goods to actively support celebrities rather than just because they are endorsed by them.

Overarching Argument

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How much influence celebrity culture has on our daily lives.

Before

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There was a shift in perception. Before a lot of people used to view celebrities when they did endorsements with a lot of skepticism. There would be a lot of hate or controversy when a celebrity would associate themselves with a brand. This was often a sign showing that a celebrity might be going down-hill in their career.

Plan for Further Research

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Sources to explore

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Works Cited

Abdullah Al Mamun, et al. “Modelling the Significance of Celebrity Endorsement and Consumer Interest on Attitude, Purchase Intention, and Willingness to Pay a Premium Price for Green Skincare Products.” Heliyon, vol. 9, no. 6, 1 May 2023, pp. e16765–e16765, https://doi.org/10.1016/j.heliyon.2023.e16765.

Basiouny, Angie. “The Marketing Psychology behind Celebrity Endorsements.” Knowledge at Wharton, 30 May 2023, knowledge.wharton.upenn.edu/article/the-marketing-psychology-behind-celebrity-endorsements/.

Hani, Safi, et al. “The Effect of Celebrity Endorsement on Consumer Behavior: Case of the Lebanese Jewelry Industry.” Arab Economic and Business Journal, vol. 13, no. 2, Dec. 2018, pp. 190–196. Sciencedirect, www.sciencedirect.com/science/article/pii/S2214462518300586.

Hess, Amanda. “The Triumph of the Celebrity Endorsement.” The New York Times, 14 Apr. 2021, www.nytimes.com/2021/04/14/arts/celebrity-endorsements-catherine-zeta-jones.html.

Min, Jae Han Jay, et al. “The Effects of Celebrity-Brand Congruence and Publicity on Consumer Attitudes and Buying Behavior.” Fashion and Textiles, vol. 6, no. 1, 29 Mar. 2019. springeropen, fashionandtextiles.springeropen.com/articles/10.1186/s40691-018-0159-8, https://doi.org/10.1186/s40691-018-0159-8.

Monroe, Jamison. “How Celebrities Influence Teens and Why It...” Newport Academy, Newport Academy, 28 Aug. 2022, www.newportacademy.com/resources/empowering-teens/celebrities-influence/.

Sub-questions

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1. Defining celebrity culture. (more specifically on social media).

How does celebrity culture influence our psychology towards products (ex. body image, different trends)?
Do consumers show a preference towards for products and services that are celebrity run?

Reflection

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Celebrity Culture was very interesting, and honestly I was more interested in how prevalent it was in our society. When conducting research for this, I didn’t realize there were a lot of different perceptions of celebrities from the past versus now. Before, it was deemed that celebrties were almost failing in thier carrer if they chose to do a brand promotion or decide to start thier own company, which I found that was odd. Somehthing I found challenging was finding articles, mainly because of how specific this topic is so having to constantly read artcles multiple times to find evidence was a struggle. I was able to overcome it by reading over the article several times and was able to find evidence. However, nowadays when celebrties choose to launch thier own companies or partner up with brands it is deemed as somehthing good. I want to learn more about consumer pyschology and why people are obessed with buying items that either celebrities recommend or from their brands itself. Does fan loyalty have a role in this, and why is there so much trust in celebrities themselves? I want to also learn how celebritty culture plays a role in this, and be able to define what it is and how it works but more specifically on social media. I want to be able to explore how social media plays a role and how it is able to contrubute to the trend setting on social media. Finally I want to learn more about if the public in general perfer products if they are celebrity owned.

Shifts in Perception

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After

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Now, a lot of celebrities get praised if they are doing endorsements. Many people feel the need to support the celebrities. The author points out a trend in which celebrities are valued not just for their creative abilities but also for their ability to make money by endorsing reasonably priced products.

Example:

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The author discusses their early doubts about Catherine Zeta-Jones' plans to introduce a new product line under her Casa Zeta-Jones brand.The author acknowledges that she has doubts about Zeta-Jones's recent media appearances, where she frequently appears in sensationalized slide shows with headlines that cast doubt on her standing. George Clooney when he did an advertisement with Nespresso.

Example:

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Rihanna and Ryan Reynolds being entrepreneurs.

Golden Age of Celebrity Branding

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Our lives are integrated with so many celebrity products making it normal part of our lives.

Product Examples

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Kim Kardashian shapewear
Ellen DeGeneres Pillow
Jennifer Garner baby food
Addison Rae makeup line
Chainsmoker's tequila