The Factors of Choosing Non-Celebrity Endorsers on Instagram-Based Online Shops

Abednego, Felicia and Margaretha, Yolla (2015) The Factors of Choosing Non-Celebrity Endorsers on Instagram-Based Online Shops. In: World Conference on Business and Management 2015, June 29-July 02, 2015, Korea.

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Marketing communication which is supported by communication technology, developed rapidly nowadays, it shows by the increasing of smartphones, and also followed by the increasing of smartphones‟ applications. One of the most downloaded applications in smartphones is social media platform called Instagram. The development and existence of Instagram were used by marketers to increase their sales, moreover for a new startups online shops, they freely to sell online and utilize freemium Instagram‟s features. Many of online shops who join on Instagram, are using non-celebrity endorsers to crack their sales instead of using the real celebrity, because naturally, the cost of celebrity endorsement is quite unaffordable. Different from previous researchs, that were almost related to celebrity endorsers on traditional media, this paper was made to seek the factors of choosing non-celebrity endorsers on social media Instagram. An exploratory study was conducted, while qualitative data were gathered through in depth interview to 75 online shops, who use Instagram as their marketing tools. The number of followers, the cost of non-celebrity endorsers, and attractiveness were identified as a main factors of choosing non celebrity endorsers, meanwhile there are some supporting factors included for further research.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: marketing communication, non-celebrity endorser, Instagram online shops.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Perpustakaan Maranatha
Date Deposited: 28 Jun 2019 11:35
Last Modified: 28 Jun 2019 11:35

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