Communicare : Journal of Communication Studies
Vol. 5 No. 1 (2018): Communicare : Journal of Communication Studies

Celebrity Endorsement in Social Media to Enhance Brand Image & Brand Loyalty

Tyara Citra (Unknown)
Magda Harahap (Unknown)

Article Info

Publish Date
29 Jan 2019


Today, many companies used social media as their marketing tools, small businesses even use social media as their core platform to market their products or services, as for big companies are using it to create their brand image and directly engage with their audience. Celebrity is also perceived to be more credible and trustworthy to be representing a brand that is specifically matched with the celebrity’s image. The first purpose of this paper is to therefore understand the strategy and implementation of using a celebrity endorser through social media activities to enhance brand image and brand loyalty of a fast-moving consumer goods brand. Additionally, this paper is using a comparative approach by comparing in total of ten similar studies conducted to gain insights about celebrity endorsement, social media, brand image and brand loyalty. The paper concludes by discussing the implications of the study based on previous studies and pre-research conducted that can be applied by industrial practitioners to help them achieve their marketing objectives.

Copyrights © 2018

Journal Info





Arts Humanities Languange, Linguistic, Communication & Media Social Sciences Other


Jurnal Communicare memiliki fokus dalam ranah kajian Ilmu Komunikasi. Ruang lingkup topik dalam Jurnal Communicare secara general adalah semua hal yang berhubungan dengan Ilmu Komunikasi. ...