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Journal : KAMPRET Journal

Analyzing the Influence of Endorsers on Brand Image Formation in Social Media: A Comparative Study of Celebrities, Influencers, and Emerging Trends Listiawati, Listiawati; Ahmad, Yuliana Zahri; Amelia, Kiki; Zaelani, Ahmad Bayu
Kampret Journal Vol. 4 No. 1 (2024): September: Sosial, Budaya, Politik, Masyarakat dan Komunikasi
Publisher : IHSA Institute

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Abstract

This research investigates the influence of endorsers on brand image formation within the realm of social media, focusing on the roles played by celebrities, influencers, experts, and everyday consumers. With the increasing integration of social media into marketing strategies, understanding how different types of endorsers impact brand perception has become crucial. This study explores the effectiveness of various endorsers, evaluates their authenticity, and examines the implications of emerging trends such as the rise of virtual influencers and the use of data analytics. Key findings reveal that authenticity and relatability are paramount in modern endorsement strategies, with micro-influencers and everyday consumers providing significant value through their genuine connections with audiences. Celebrity endorsements continue to enhance brand visibility but require careful management due to potential risks. Expert endorsements remain influential in credibility-sensitive sectors, reinforcing the importance of authoritative voices. The research also highlights the growing significance of virtual influencers and the integration of AI and data analytics in optimizing endorsement strategies. Additionally, the study underscores the rising importance of social responsibility in endorsement practices, reflecting consumers' increasing preference for brands that align with ethical values and societal causes.
Co-Authors Abdi Iswahyudi Yasril Agustian Agustian Ahmad Fatoni Ahmad, Yuliana Zahri Aini, Syamsi Aldri Frinaldi Alwi Nofriandi Amelia, Fazila Ananto, Ananto Andi Alatas, Andi Angga Pratama Anggraini, Lisna Apriliani, Cici Aprilliani, Cici Arief Muttaqiin Asmar Hasan Asterianah Audia, Washila Audia, Washilla Awaliah, Yuli Ayu Wandira Batubara, Fanny Yuliana Darussyamsu, Rahmawati Dasman Lanin Desy Kurniawati Doddy Rusli, Doddy Duante, Linda Juni Dwi Hilda Putri Emilda, Tri Febriani, Reski Febrina, Cory Fevria, Resti Fitri Amelia Fitri Andria Sari Gading Setia Sari, Sekar Genesa Hatika, Rindi Gumgum Darmawan Hasan, Delina hendrita, juli Hermansah Hermansah, Hermansah Hikmah, Melinda Iryani Iryani Iswahyudi, Abdi Jambi, Yulyana Januamita, Meri Kartika, Imelda Rahmayunia Komar, Hafid Lilik Indayani Linda Advinda Listiawati, Listiawati Mahmud Mahmud Martha, Rahma Dyan Maryuni, Ayu Meladina Meladina Migusnawati, Migusnawati Moch. Khamim MUHAMMAD TAUFIK Muhammadi, Muhammadi Nieldalina, Nieldalina Novelina, Agnes Ramelin Novrianti Nur Indah Sari, Ina Nurlina, Sri Nurlisa Hidayati Nurmiati Nurmiati Nurul Fauziah Parbuntari, Hesty Patmayuni, Dewi Putra, Ahadul Putra, Fernando Afrianto Putri, Rinni Rulma Putri, Santi Diana Qurata’aini, Faizah Radhia Jatu Noviarsita Sakti Rahmadyanti Rahmawati, Rahmawati Rahmi, Ulfia Ramadanis, Viona Ramayanti, Elsa Ratnaeni, Ratnaeni Ratnaneni, Ratnaneni Ratneni, Ratneni Rembrandt, Rembrandt Rembrant, Rembrant Rezkik, Fitrianola Riduan Riduan, Riduan Rina Mariyana Rindi Genesa Hatika Roni Jarlis Ros Sumarny Sarawa, Sarawa Sari, Meila Puspita Sari, Yopi Rikma Sartika Sartika Sumarno Sumarno Supriyanti, Juli Suryani, Okta Syuhada, Fildza Arief Taufiqqurrahman, Taufiqqurrahman Toesy, Alfira Jisti Umar, Genius Vivi Hendrita Wahyuni, Yenni Sri Wandira, Gusri Ayu Washilla Audia Wilna Sari Yuliana Batubara, Fanny Yuliandini, Astri Yulita Yulita, Yulita Yulkifli Yulkifli Yunia Sari, Mesi Yunita, Isna Yusmaita, Eka Z, Martias Zaelani, Ahmad Bayu