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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016 Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) |
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| Paper Title: | Celebrities Used as a Social Media Marketing Strategy by Brands on Instagram |
| Authors Name: | Yusuf Munshi , Navin Modi |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJNRD_205317
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| Published Paper Id: | IJNRD2309150 |
| Published In: | Volume 8 Issue 9, September-2023 |
| DOI: | |
| Abstract: | The rise of New Media, particularly Digital Media, has transformed global connectivity, revolutionizing our social interactions. Instagram, a leading social media platform, embodies this shift with its dynamic features, including filters, 'Insta Reels,' and extensive connectivity. It has not only enthralled millennials but has also emerged as a key tool for multi-billion-dollar brand marketing, boasting over 1.15 billion monthly users. This study investigates the pivotal role of celebrities, notably Shraddha Kapoor, in brand marketing on Instagram. Kapoor's journey from a renowned celebrity to a Social Media Influencer, with nearly 82 million followers as of September 2023, exemplifies the fusion of physical and virtual celebrity status. Through a comprehensive methodology encompassing digital ethnography, timeline analysis (2013-2021), content analysis, and personal observation, the research explores how brands leverage celebrities on Instagram. It delves into their influence on audiences, considering platform features, audience engagement, and the challenges and opportunities of transitioning to social media influencers. In a world where millennials and Generation Z constitute a significant portion of the population and 4.48 billion people globally use social media, brands increasingly turn to celebrity endorsers to bridge the gap between products and consumers. This study sheds light on how Shraddha Kapoor's image, reputation, and values are utilized by fashion and lifestyle brands for Instagram promotions, solidifying her role as a pivotal figure in the advertising industry. |
| Keywords: | Social Media Marketing, Instagram, Celebrities, Social Media Influencers, Brand Marketing, Digital Ethnography, Content Analysis, Consumer Behavior, Brand Perception. |
| Cite Article: | "Celebrities Used as a Social Media Marketing Strategy by Brands on Instagram", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.8, Issue 9, page no.b419-b435, September-2023, Available :http://www.ijnrd.org/papers/IJNRD2309150.pdf |
| Downloads: | 000118754 |
| ISSN: |
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID:IJNRD2309150 Registration ID: 205317 Published In: Volume 8 Issue 9, September-2023 DOI (Digital Object Identifier): Page No: b419-b435 Country: Indore, MADHYA PRADESH, India Research Area: Other Publisher : IJ Publication Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRD2309150 Published Paper PDF: https://www.ijnrd.org/papers/IJNRD2309150 |
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ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
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