Exploring the Relationship between Celebrity Effects and Brand Awareness in the Digital Media Age

DOI

10.2991/978-2-38476-444-0_26How to use a DOI?

Keywords

Celebrity; Digital Media; Brand Communication; Marketing

Abstract

Under the backdrop of information explosion and the proliferation of social media, celebrity effect has emerged as a pivotal instrument in brand marketing, exerting significant influence on enhancing brand awareness. This study adopts a communication studies perspective to investigate the relationship between celebrity effect and brand awareness, its underlying mechanisms, and contributing factors, aiming to provide strategic recommendations for enterprises to effectively leverage celebrity effect in brand promotion. By systematically examining the short-term and long-term impacts of celebrity effect within digital media environments, this research addresses critical gaps in existing scholarship while offering practical implications for strategic brand communication practices in globalized markets. This study finds that in the digital media environment, celebrities influence brand awareness through various communication mechanisms on social media (such as content formats and interaction modes); The celebrity effect can increase brand exposure and consumer purchase intention in the short term, but maintaining long-term positive influence requires the celebrity to sustain a good reputation, the credibility of celebrities affects consumers’ trust in the brand; Negative news about celebrities can impact consumers’ trust, loyalty, brand awareness, and brand reputation. This article also gives specific suggestions on the issues that enterprises need to focus on at different stages of the project and the countermeasures to deal with negative events. Based on the theoretical frameworks of opinion leadership and word-of-mouth communication effects, as well as the meaning transfer model, this study employs interview methods to obtain first-hand consumer data more intuitively and flexibly.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xinran Wu
AU  - Luwanning Zhao
AU  - Jiaxuan Zou
PY  - 2025
DA  - 2025/07/10
TI  - Exploring the Relationship between Celebrity Effects and Brand Awareness in the Digital Media Age
BT  - Proceedings of the 3rd International Conference on Language and Cultural Communication (ICLCC 2025)
PB  - Atlantis Press
SP  - 217
EP  - 229
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-444-0_26
DO  - 10.2991/978-2-38476-444-0_26
ID  - Wu2025
ER  -