Celebrity endorsement

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Celebrity Endorsement
Over the recent past, the world has witnessed a growing aspect of celebrity endorsement, where famous people get used for advertising various products. However, the results of the same have been differing. Whereas some of the approvals have produced positive results, some of them have failed terribly, calling for various researches concerning the same. This essay aims to explore three elements that have been found to have a significant impact, i.e., expertness, trustworthiness, and likability. The article also describes one of the most useful features, in increasing sales in a given organization.
In a broader perspective, trustworthiness is described as honesty, or the integrity of the advertiser, in this case, the celebrity (Eyob 6). Generally, someone considered honest has the upper hand in convincing masses. Such could be the reason why some organizations, when marketing their brands, seek trusted celebrities.
On the other hand, Likability refers to the aspect of the celebrity being accepted by the masses, to be quite popular. Likability differs significantly among the masses. Whereas a given star could overly obsess a given population, another population might behave contrary to the same. Companies use celebrities because they assume that they are liked and hence can market their products effectively.
Lastly, with expertise, it is considered that a given celebrity has a comprehensive understanding,…