Type of paper:Thesis/Dissertation chapter
Discipline:Business and Management : Business
Format or citation style:APA (edition “APA 6”)
This section will be my literature review of my dissertation. My main question is the effectiveness of celebrity/social media influencer endorsement in brand recognition and increase in sales in the fashion industry.
My goal for this project is to analyse whether it is effective to use celebrity or influencer as a marketing way. Effective in a way of whether it increases brand recognition or increase in sales (its return on investment) of fashion brands. This includes, any brands of clothes, shoes, etc… Marketing is a big aspect for fashion brands as it is essential and requires lots of capital (investment) Thus it is important to allocate a company’s capital efficiently.
For this section (literature review), I want to compare celebrity/influencer endorsement to tradtional forms of advertisement of typical fashion brand (TV ads, online banners, videos, etc…)
Therefore, I would like this section to contain theories and studies done based on celebrity endorsement, whether it is effective or what has been found in this sector. Statistics of studies conducted on celebrity endorsement (maybe cost of marketing and its return on investment or effects on brand recognition.) General pros and cons of such method. (Try to focus as much as possible in the fashion indsutry in the information/references)
Second part of this section would be where we compare it to traditional forms of advertisement in the fashion industry. Similar information as previous paragraph but for a different method (TV ads or online banners, etc..) Its pros and cons.
Last part of this project will compare both methods, and come up with a conclusion of the information in the literature review. Based on all the information and statistics, which method seems to be most effective in the fashion industry?
This part requires lots of referencing, preferably around 20 google scholar references. Studies, books, etc..)