Evaluating the Impact of Celebrity-Endorsed Brief Videos on Brand Perception in the UK Fashion Industry
Year: 2024
Type: article
Abstract: This study examines the impact of celebrity-endorsed short videos on brand perception in the UK fashion industry. Through semi-structured interviews, it reveals that short videos, due to their high viewership and low production costs, have emerged as effective marketing tools, enhancing brand image and influencing consumer purchase decisions. Social media platforms like Instagram and TikTok play pivotal roles, with celebrity endorsements in short videos bolstering brand credibility and sales through psychological influences. Despite market saturation, innovative strategies are crucial for maintaining marketing effectiveness.
Author: Peiwei Xia
Institution: Durham University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4404140786