TY - GEN
T1 - Paradigm shift of promotional strategy from celebrity to social CEO
AU - Victor, Suriit
AU - Ul Haq, Muhammad Abrar
AU - Sankar, Jayendira P.
AU - Akram, Farheen
AU - Asad, Muzaffar
PY - 2021/12/8
Y1 - 2021/12/8
N2 - This study focuses on exploring the promotional approaches more specifically the company's CEOs as a social influencer. The study revealed that large companies are launching their CEOs as a social influencer which significantly reduce the company's marketing cost as well as create a better product image and business volume. This article focuses on endorsing social CEOs as celebrity endorsers because they are more genuinely worried about their brand image and customer preferences, providing a higher profit margin at reduced costs. This article contributions significantly to the field of endorsement of brands through CEOs. Moreover, the study is also helpful for corporate and academics and serves as an incentive for further studies in this area. Meanwhile, there are also possibilities for researchers to re-conceptualize some of the widely accepted areas of social CEOs in promotional strategy.
AB - This study focuses on exploring the promotional approaches more specifically the company's CEOs as a social influencer. The study revealed that large companies are launching their CEOs as a social influencer which significantly reduce the company's marketing cost as well as create a better product image and business volume. This article focuses on endorsing social CEOs as celebrity endorsers because they are more genuinely worried about their brand image and customer preferences, providing a higher profit margin at reduced costs. This article contributions significantly to the field of endorsement of brands through CEOs. Moreover, the study is also helpful for corporate and academics and serves as an incentive for further studies in this area. Meanwhile, there are also possibilities for researchers to re-conceptualize some of the widely accepted areas of social CEOs in promotional strategy.
KW - celebrity
KW - charisma
KW - endorsee
KW - promotional strategy
KW - social CEOs
UR - https://www.scopus.com/pages/publications/85125772747
U2 - 10.1109/DASA53625.2021.9682256
DO - 10.1109/DASA53625.2021.9682256
M3 - Conference contribution book
AN - SCOPUS:85125772747
T3 - 2021 International Conference on Decision Aid Sciences and Application, DASA 2021
SP - 1016
EP - 1023
BT - 2021 International Conference on Decision Aid Sciences and Application, DASA 2021
PB - IEEE
CY - Piscataway, N.J.
T2 - 2021 International Conference on Decision Aid Sciences and Application, DASA 2021
Y2 - 7 December 2021 through 8 December 2021
ER -