Celebrity endorsement is perceived as one of key marketing initiatives for brand promotion. By hiring celebrities as their brand ambassador, many companies believe that their product will be leveraged in terms of awareness and sales.

Many companies and celebrities took advantage of the increasing penetration of social media to do brand endorsement. One of the most popular social media platforms to do brand endorsement is Instagram. Recently Jakpat conducted a survey to 517 respondents, to understand the behavior of Instagram users towards celebrity endorsement.

The number of respondents is dominated by female (85%), however there is also a sizable number of male respondent participated in the survey. The survey focused on celebrity endorsement for fashion brands which are promoted in Instagram.

INSTAGRAM USERS ARE WELL EXPOSED TO CELEBRITY ENDORSEMENT

Our survey revealed that 61% of respondents vote that they usually spot celebrity endorsement posts in their timeline. This is indeed a good indicator for marketers that their promotions have reached many potential customers. When we breakdown the answer by gender, it seems that Female respondents have better exposure to endorsement (by 10% more) compared to Male respondents.

After we know that this type of promotion have well reached the audiences, then it is interesting to have an indication whether celebrity endorsement have an impact to the behavior of its target audience.

WHEN THEY SEE IT THEY BECOME CURIOUS ABOUT IT

In the survey we asked how respondents behave when they see the endorsement posts. The survey revealed that 54% respondents are attracted to open the Instagram page of the endorsed brand. When we did separate analysis between gender, Female has higher tendency to open the Instagram page compared to Male respondents.

Besides, we also revealed that respondents with high frequency of seeing celebrity endorsement posts in their timeline are more likely to open the endorsed Instagram page, compared to the other with less frequency.

CELEBRITY ENDORSEMENT EQUALS LATEST TREND, AND STYLISH

In the survey we asked question about the respondent impression towards fashion products that are endorsed by celebrity in instagram. Most respondents agree that the fashion products endorsed by celebrity are stylish and latest trend. While there are also around 20% of respondent who feel that products endorsed by celebrity are high quality and premium.

https://instagram.com/p/0cA5GJxHQ0/

ACTORS AND SINGERS ARE THE MOST FAVORITE ENDORSERS

Actors and singers are still the most influential endorsers according to our respondents. While the second most influential endorsers are the fashion bloggers, whom outvoted by less than 5% to the actors and singers as the most influential endorsers. As social media is getting more popular, Fashion bloggers are now playing important role as the opinion leader in fashion industry. Our respondents feel that the bloggers are more influential than the fashion designer which placed in the third rank.

Indonesian socialites, especially the young socialites, are usually spotted to endorse various fashion products in their Instagram page. These endorsements manage to attract many audiences, and our respondents feel that the socialites are the fourth most influential endorser, higher compared to the Instagram artists, and athletes.

SO, DOES CELEBRITY ENDORSEMENT CAN REALLY INCREASE SALES?

The objective of every marketing initiatives is to increase sales, therefore the next question in our survey tried to give some indication whether celebrity endorsement has an impact towards consumer buying behavior. For this purpose we put two question in the survey. Our first question was whether they are more likely to buy fashion products that are endorsed by celebrity in Instagram. While the second question intended to reveal whether celebrity endorsement influence their decision to buy a fashion product.

The result revealed that celebrity endorsement do not have a direct impact towards respondent buying behavior of a fashion product. More than 70% of the respondent are disagree that they are more likely to buy endorsed fashion product in Instagram. Similar response is also shown for the impact of celebrity endorsement towards their decision to buy fashion products.

However when we analyze further to see the correlation between the likeliness to open endorsed Instagram page and the tendency to buy the endorsed product, we see slightly different result. The survey revealed that respondents who favor to open endorsed Instagram page are more likely to be influenced by celebrity endorsement.

From the survey result we learn that celebrity endorsement is a great marketing initiative to boost brand awareness, but it seems that there are many other thing that marketer need to formulate in order to convert this awareness to company sales. Other factors such as product quality, and price also play important role in influencing consumer purchasing behavior.

Another lesson that marketers could also learn from the survey is that nowadays the Instagram users are exposed to many endorsement posts in their timeline, while only 60% of them willing to open the endorsed Instagram page. This indicates that the competition to attract the audience to learn more about you product via endorsement is highly increasing. Then, the next question will be how to create a great celebrity endorsement campaign? That’s what marketers should formulate to win in Today’s competitive marketplace.

For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gendr,age range, locationby province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.

Click the icon to download XLS report

If you’re interested to do survey on retail and consumer goods field toward our respondents, we have over 31,000 mobile respondents ranged from age 17-50 years old, smartphone active users, and located in all regions of Indonesia that has installed our app and readily answering your survey. Those 31,000 respondents has been verified, profiled, and continuously tracked to make sure you get the updated profiles of them. Our respondents has been profiled based on their demographic (age,gender,location, spending level, profession,religion), lifestyle habit (smoking/non, gamers/non, wearing glasses/non, frequent flyer/non, online shopper/non), and also brand consumption level ( brand A users, brand B users in FMCG, Retail, E-commerce,etc). 

If you want to do research toward our respondent, please signup here and directly create your survey there. Or directly contact our Bizdev - Chrisprastika at +62-878-3908-9833. To non-Indonesian client, we offer free translation from foreign languages includes English, Chinese,Hindi,etc.