MICROCELEBRITIES: THE NEW CELEBRITIES IN THE DIGITAL ERA

Abstract

There have been numerous research studies related to the amount of influence that celebrity endorsements have on purchase intention and brand value. Traditional advertisements had celebrities endorsing brands and products but now that people spend the vast majority of their time on their mobile phones especially on Social Media, it has become a platform where brands can tie-up with a new breed of celebrities- internet microcelebrities and increase their reach to an extensive audience. The proposed study aimed to find the influence of internet microcelebrities and the power they have over their followers to make them purchase the brand they recommend. The study will help brands who look forward to establish themselves in the Indian market.