How Celebrity Advertising Influences Millennials?

Advertisements became parts of consumers' lives for a long period of time. Consumers regularly see advertisements on various forms of media such as television, radio, newspapers, and magazines. In addition to these traditional forms of media, online advertisements are very much widespread due to the proliferation of the internet. In this way, advertisers can reach out to more consumers a much faster rate because many people have access to the internet anywhere, including social media sites. Large companies have the main purpose on using well-known public figures in their advertisements, which is for them to build a positive brand image and to earn loyal consumers.

McCormick's (2016) article entitled 'Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions' discusses and elaborates further how celebrity endorsers can have a great impact on millennial consumer spending.

The abstract was concise because the author described the said generation as 'social consumers,' which means that these people who belong to the millennial group are frequently sharing their positive experiences through social media platforms such as Facebook, Twitter, Instagram (McCormick, 2016).

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Due to the proliferation of the use of social media platforms, many consumers have the opportunity to post their personal experiences about their lives instantly as long as they have access to the internet. Aside from that, this section was able to enumerate the intention of this research because it has been mentioned that the researcher gathered consumers under the millennial generation as samples. These samples were asked to assess an unfamiliar endorser and it turned out that a majority of them do not have the willingness to buy products endorsed by a not-well-known endorser.

All of the references stated in the introduction came from academically credible sources because the references obtained by the researcher came from reliable sources. An example of a source retrieved by McCormick is from the Journal of Consumer Research, according to the bibliography located at the last page of the paper. It has been stated that being a celebrity endorser frequently enjoys the privilege of public attention and uses his or her fame to endorse any product by creating an advertisement (McCracken, 1989 found in McCormick, 2016). However, an endorser can only have this privilege if he or she has good moral character and attractiveness to millennial consumers. Retrieved articles from the first paragraph of the introduction are relevant to the topic because these research articles describe how these endorsers attract potential consumers whenever they are promoting products. For instance, famous actors, actresses, and singers have the capacity to make buyers aware of what brand are they promoting and to also create a pleasant image on the brand or the company (Cooper, 1984). Statements in the second paragraph are related to each other because these references discuss the effects of having a celebrity endorsing a product. Aside from being a credible figure, being physically attractive can have a great impact on the advertising material's message (Kamins, 1990; Ohanian, 1991 found in McCormick 2016). This explains that an artist's external attractiveness is very essential so that the message of an advertisement, whether on print, television, or radio, will be appropriate to the product that he or she is endorsing. Also, having a likable and familiar artist can also contribute to the acceptance of the message of the TV commercial or a printed advertisement (McGuire, 1985; Miciak and Shanklin, 1994 found in McCormick, 2016). All of the articles used in this section are outdated because these are dated in the 1980s and 1990s.

However, even though not-so-well-known celebrities are endorsing products, unfamiliar endorsers can also form an effective advertisement. McCormick (2016) states that when a millennial consumer thinks that the personality of an unfamiliar endorser matches the product's image, then it would create a positive attitude on the brand. McCormick (2016) was able to identify the limitations of her study by selecting only two (2) female celebrity endorsers and two (2) brands namely Demi Moore for Versace and Sarah Jessica Parker for GAP. Also, the sample size of this study was only limited to American students, which means that the conclusion will be based on the responses of the chosen samples and not the whole population. Choosing different samples from other races/countries may yield different results because they might not be familiar with the American celebrities shown in this research.

For this study, it is highly recommended to use other celebrity endorsers for other products so that this study would cover other celebrities other than the ones mentioned in the previous section. Also, using celebrities in endorsing different brands with different categories is also suggested to determine the appropriateness of the person in promoting the product.