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E-ISSN : 2249 - 4642 | P-ISSN: 2454 - 4671

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Abstract

A STUDY ON CELEBRITY ADVERTISING OF ONLINE BRANDS

NEHA GERA, AASITA BALI

Volume: 7 Issue: 1 2017

Abstract:

E commerce has become one of the fastest growing markets in India. Many online portals have come up with various television commercials with celebrities endorsing them which further helps in increasing the popularity of these online brands. Celebrities play a major role when it comes to advertising. Even though they charge a high price for the commercials yet advertisers prefer to rope in celebrities due to their connection with their fans and the general public. In the proposed study, the researcher seeks to compare certain online brands that signed celebrities with those advertisers who used non celebrities for their campaign and examine how the star presence in these brands affect the brand’s popularity. For this study, researcher has selected ads from same industry in one which celebs have been used and another where it has not. The brands selected for this study are Snapdeal, Big Basket, Quikr, Make my Trip, Grofers, Flipkart, Paytm and Goibibo.

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