A brand-new world: brand-endorsers-users fit on social media

What is it about?

The digital relationship between brand and users, and brand and endorsers has been analyzed from different angles. The purpose of this paper is to investigate how these three elements co-create online the brand personality of the firm, through user-generated content.

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Photo by Clark Tibbs on Unsplash

Photo by Clark Tibbs on Unsplash

Why is it important?

This research can be used to help brand managers to understand better the digital co-branding with clients and celebrity, as well as to identify gaps in their brand personality strategy. It could also assist future researchers focusing on digital celebrity endorsement since few researchers have analyzed digital communication in different social networks.