Celebrities, Social Media Influencers and Reference Groups

Celebrity endorsement is one of the most commonly used marketing strategies in the fashion and luxury industry. In the process of digital transformation, brands are also exploring more effective ways to reach consumers. Social media platforms have attracted more and more web traffic over the past decade. Social media has changed the way fashion diffuses. Brands should not ignore the tremendous influence of social media in our daily lives. Web 2.0 has brought richer forms of Internet advertising through social media, and with the increasing popularity of short videos, microblogs and other forms of content, the definition of ‘celebrity’ has also been expanded. Non-traditional celebrities or social media influencers have become the most active group of people on social media apps and increasingly play the role of the reference group.