Consumer's Familiarity With Instagram As A Marketing Platform

It is known to be true that the best endorsements achieve a deriving ideas, style and taste between the product and the celebrity. Giving a brand an appearance is more than just a marketing strategy to increase sales; it is a decision that can change the outcome of the brand for the

The authors have listed three literature reviews in the article. Two of them were from the nineties and one was from the year 1979. Even though the studies were relevant to the problem and explain a review of the problem and the need for study, they are not up to date. The summary of the literature review is not good enough to get a deeper knowledge about the literature. The authors should have done more elaborated explanation of the evidences of the problem in the literature.

The literature on Akhtar et al. (2016) has highlighted celebrities have the greater effect on customer purchase intention through celebrity endorsement and sponsorship. More specifically, companies chose celebrity endorsement and celebrity sponsorship as their marketing strategy also shown an increase in sales reports on both products and services (Akhtar et al., 2016).The literature on Akhtar et al. (2016) has highlighted celebrities have the greater effect on customer purchase intention through celebrity endorsement and sponsorship. More specifically, companies chose celebrity endorsement and celebrity sponsorship as their marketing strategy also shown an increase in sales reports on both products and services (Akhtar et al., 2016).The literature

The author establishes a critical tone for consumers. The author believes that it is unethical to use celebrities to promote products of companies, however, it is fair and justified in free marketing, and it is the consumer’s choice to buy something or not, it is not the company’s

The world of advertising and business has relied on the power of celebrity presences since the birth of media. Sue Jozui in her excerpt argues that celebrity endorsements should be boycotted and advertising should be regulated with rules and guideline. The author supports her Argument by first using derogatory terms such as “insulting the intelligence of the audience” and words like “misleading” and “pretend”, are both negative. She continues by listing celebrity endorsed products. The authors purpose is to convince the reader that advertisers are money hungry businessmen who only wish to scam consumers. The author expresses a critical tone for the consumers of these products. Jozui's argument is weak because companies have the right to advertise

In Celebrity Endorsement still push Product by: Dean Crutchfield is saying you don’t know what you’re going to get once it’s out there, some sells go good and some don’t, but celebrity endorsements are always worth investing in. Advertisers choose celebrities who represent the image and promise of their brand. Most people purchase a product because they know a celebrity uses the item, for example an actress expressed in a commercial that a certain lipstick made her lips fuller. A lot of sports people will buy a pair of sneakers because they think it will make them jump as high as the athlete wearing them.

Celebrities can have a significant influence on consumer choices since they’re recognizable and admired by a target audience. Justin Timberlake is an example, he’s a famous singer who has been a spokesperson for Pepsi. This example shows business believe that Justin Timberlake will be the best person to sell Pepsi at the time because he’s famous, he’s good-looking, and his fan will probably buy the product. Another example is One Direction, they were a famous boy band at the time. This advertisement would try to influence anyone to buy Pepsi because someone might like the well-known One Direction.

The positive feedback on products to assure quality and may lead to a purchase decision. Endorsements by celebrities and models play an important role in such buying patterns.

Ever since the start of commercial radio in the 20’s and the since the first silver screen entered the market, broadcasting messages by celebrities has been a tool employed to endorse products.”Just about every star was associated with one sponsor’s product he or she plugged.”(1). Over the years celebrity endorsement became an essential part of marketing (more than 25% of television ads feature celebrities)(5), for the endorser it became an easy way of generating an income while for the endorsing company it became a guaranteed way to reach a wide segment of potential clients.

Many companies are using celebrities to promote for a certain kind of product. Sue Jozui in her passage, arguing that using celebrities in advertising are insulting the intelligence of the audience, and this kind of advertising should be boycotting. The author supports her argument by first giving examples of celebrities using some kinds of products and promoting for them, she continues by calling authorities to stop this kind of advertising. The author’s purpose is to show that using celebrities in advertising is misleading and insulting in order to stop this kind of advertising and legislate rules and guidelines for advertising. The author Sue writes in critical tone for consumers and authorities. However, the consumers are not forced to buy anything and it’s their responsibility to evaluate the product.

Celebrities can have a significant influence on consumer choices since they’re recognizable and admired by targeting audiences. As this would give the celebrities a higher chance of influencing the consumer. For example, Justin Timberlake, a famous vocalist, has been a spokesperson who advertised for Pepsi. In addition, this example demonstrated business believe that Justin Timberlake will be a perfect person to represent Pepsi at the time. The reasons are he’s a famous singer, he’s handsome, and his fans will excitedly buy the product.

I reviewed three scholarly articles on Instagram that were analyzed differently. Instagram is a social network application that is designed around photos and video sharing. Its community is home to 100 million users and has received over 1 billion photos. It is the largest image intensive app with 58 new photos uploaded per second. (Silva et al.) The article “Faces engage us: Photos with faces attract more likes and comments on Instagram” by Saeideh Bakhsi et al. focused on the photo sharing community of Instagram and explores whether images with faces attract likes and comments; “A picture of Instagram is worth more than a thousand words: Workload characterization and application” by Thiago Silva et al. researched the global coverage of Instagram through networks around the world; and "Shaping organizational image-power through images: Case histories of Instagram." By Brian McNely explained how vital the use of Instagram is for many organization to shape their public image.

Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research

The “#Me” essay by John Paul Titlow is one that kind of generalizes the way millions of people use social media. His main idea is how social media apps like Instagram bring out the narcissistic side in many people because it’s based on perfect imagery and judgement from other people. I agree with Titlow to a certain extent because Instagram does seem like kind of a self-absorbed app where people try to find that perfect photo to constantly share with others. Although a part of me believes that feeling good about self-appearance is a very positive thing, and this helps many people have confidence in themselves. So, in summary, I believe there are both pros and cons about social media apps like Instagram, Facebook, and Snapchat.

The purpose of this review is to narrate and provide the details of published academic studies about the