SAMVAD: International Journal of Management

Abstract

Purpose - This research aims to examine the impact of celebrity credibility on consumer-based equity of the endorsed brand. The endorser credibility-brand equity relationship was developed using associative learning principles whereas the brand signalling theory is applied to examine the mediating role of brand credibility.

Design/methodology/approach - The conceptual framework was tested using literatures. Data were collected using a mall-intercept approach at a shopping centre from a sample of consumers in a metropolitan Indian city. The data were analysed using statistical models and theories.

Findings - Results suggest celebrity brand endorsement doesn't create an impact on the consumer based brand equity. Considering the factors of age and gender under different circumstances, celebrity endorsement doesn't add up to any of the four dimensions of consumer based brand equity.

Practical implications - In support of past findings, the present study shows that a celebrity endorser is not at all a decision making factor for a consumer to choose a toothpaste product. He/she is more aware of his/her respective needs and wants, and companies cannot boost their product's demand through celebrity endorsement in a matter of enhancing their brand equity.

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Abstract

With the growth of Internet and smartphone penetration in India, The Social Media is touching large section of the society in many ways. The Social Media's adoption led by Facebook, Twitter and LinkedIn offers tremendous power to the marketers to do precise targeting in a very cost efficient way. The best part of these platforms is they offer excellent reporting and analytics thus helping the executor to stay on top of campaign performance and take appropriate timely decisions to make the campaign more effective and result oriented.

The traditional media like TV, Print, Radio etc are far from reachability of the SME's of India and mainly works well for large brands and business with deep pockets. The Digital Marketing and especially Social Media has emerged as a very cost effective medium for SME's and good adaption of these mediums can bring significant benefits to the business and help achieve the growth objective of the organization not only domestically but globally as well.

The social media leaderboard includes Facebook with 90 Million user base followed by 20 Million each of Twitter & LinkedIn. A comprehensive social media strategy coupled with other digital marketing tools like SEO & SEM can provide excellent platform for SME's to reach out to its target clients and can result in building lifelong communities of potential and existing clients.

This paper attempts to highlight the impact of Digtial Marketing and Social Media strategy on the SME's and the earned benefits.

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