Background: Celebrity endorsements is a marketing strategy that has been long used bymarketers to strengthen brands' reputations. Nowadays, due to the fast growth of socialmedia, number of people using social media increase day-by-day. Hence, the use of digitalplatforms as marketing channel has increasing. Plus, a changing shift from traditionalcelebrity endorsement to influencer marketing has also been observed whereby well-knownsocial media users are employed by brands to promote their products. Those people areknown as social media influencers (SMIs) and are deemed as non-traditional celebrities.According to advertising and marketing literature, celebrity endorsement is an effectiveapproach to improve attitudes towards brands and raise buying intentions. However, thereare limited research on the impacts of different types of celebrities on social media uponcustomers, especially in the perfume industry. Therefore, this study was created to fill this gap. Purpose: The purpose of this study is to explore the effect of Instagram influencers onVietnamese customer’s attitude and intentions in purchasing perfume. This paper adoptedthe Ohanian model of source credibility since the authors aim to examine associationbetween SMIs’ perceived attractiveness, trustworthiness, and expertise and customerattitude. The relationship between customer attitude and purchasing intention of perfumewas then also investigated. Method: The survey method was used as the research method. Online questionnaire wasemployed to gather primary data from the respondents in Vietnam. A total of 147 sampleVietnamese Instagram users participated in the survey and collected data was analysed usingthe SPSS 28.0 version. Conclusion: The research results showed that all three dimension of source credibilitymodel, attractiveness, trustworthiness, and expertise, had significant influences on customerattitude. Findings also demonstrated a positive relationship between customer attitudetowards SMIs and their buying intention of perfumes. This study made several contributionsto both theory and practice, which were also highlighted in this paper.

Background and purpose: Celebrity endorsements have a profound impact on consumers’ purchases and lifestyles. Pharmacists and student pharmacists must be aware of celebrity endorsements of over-the-counter (OTC) medications and dietary supplements to properly advise patients regarding safety and effectiveness, or lack thereof, of endorsed products. Educational activity and setting: An application-based activity was utilized in a self-care course to apply OTC medication and dietary supplement regulations to celebrity endorsements of these products. Students were asked to identify a celebrity endorsement of a product, providing: (1) the product endorsed, (2) celebrity endorser, (3) location of the endorsement, (4) summary of the endorsement and the endorsement itself, (5) assess if the endorsement violated any regulations, and (6) assess if the endorsement was in disagreement with evidence-based resources. Findings: Student pharmacists concluded that 30% of celebrity endorsements violated laws and regulations while 35% concluded the claims made were not supported by evidence-based literature. Interestingly, student pharmacists who selected the same endorsements did not always arrive at the same conclusions. Studied endorsements were frequently found to be in violation of laws and regulations governing OTC medications and dietary supplements and frequently were not supported by evidence-based literature. The activity described provides an innovative active-learning strategy to teach laws and regulations affecting OTC medications and dietary supplements.

The apology video has become a genre of its own on YouTube. Easily recognizable, the particular ways that YouTube creators address controversy on the platform have been subject to extensive parody and media coverage as they rack up drama-fueled views. Despite this satirization, the apology video is a strategic tool for creators to repair tarnished reputations, regain the trust of their audience, and secure their livelihood in the face of public conflict. Through semiotic visual analysis and quantitative content analysis of videos from six popular creators this thesis examines their strategies of apology and expressions of emotional labour as a form of self presentation. The analysis departs from theoretical perspectives on the strategies of apology, the nature of a public crisis, and on performativity. The main findings reveal that the most heavily used strategies of apology are those involving acknowledging an offense, presenting plans to solve or prevent recurrence, and asking for forgiveness. An important factor is discovered to be the visual and behavioral performance of sincerity through aesthetics of intimacy and authenticity. And lastly, findings also indicate that creators discuss emotional labour in relation to facing criticisms or hardship, in worry around maintaining an income, and in order to continuously project a marketable persona.

This thesis deals with process of creating an artificial celebrity in Czech media context. It demonstrates that it is possible to make an unknown person famous and to become a celebrity who attracts media attention. First two chapters define a celebrity as an institution, its primary social functions and also its origin and creation. Third chapter describes Czech tabloid media market and its changes in last few years. Furthermore, it explains reasons why there is need for new celebrities. Forth chapter analyses in detail conditions that lead to creation of new artificial celebrity. Moreover, it defines a process of such creation and routines used by Czech media to cover celebrities. Last chapter shows a case of Ornella Štiková who was not even publicly known before she became a celebrity. After becoming celebrity, she attracted attention of all main Czech tabloid media. This media interest lasted (including short falls) almost for two years. Such a period is longer than average. As a part of this thesis, the author made a series of interviews with media experts, significant tabloid media professionals and insiders of Czech showbyznys. The main aim of this theses was to obtain knowledge of how Czech media works and how they communicate directly with celebrities. These interviews enrich this thesis...

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This study covers how Amber Heard and Johnny Depp were portrayed during their defamation trial in Virginia 2022 by the British newspaper The Sun. The research questions include both how Amber Heard and Johnny Depp were portrayed during the timeframe as well as how they were perceived as a couple. The research questions also cover if there were any differences in how The Sun were framing them during the time period. The method that was used was a thematic analysis of all the articles that The Sun published in the time period that the trial took place, the 11th of April 2022 to the 1st of June 2022. To better help our understanding of the subject we used framing theory and celebrity studies as the theoretical framework. The framing theory also includes a subcategory which is the theory about the ideal victim. Since both Johnny Depp and Amber Heard accused each other of abuse, it was relevant to include if one of them were portrayed as a victim. In the thematic analysis we created three categories based on the research questions. Different themes were found in the articles and were placed as subcategories to the three main categories. The first category was about how the relationship between Johnny Depp and Amber Heard was portrayed. Three themes were found: The relationship as a circus, Difference in fame and The trial. The second category was about how Johnny Depp was portrayed. Three themes were identified: Depp as the perpetrator, Superstar Johnny Depp and Innocent or a bully? The third category depicts how Amber Heard was portrayed. Four themes were identified: Heard accused of lying, Heard as the perpetrator, Heard ridiculed by the public and Heard innocent? The results of the study conclude that both Depp and Heard have been portrayed as perpetrators and victims all though Depp was given more attention in the articles than Heard. Another conclusion is that some of the articles describe the case as Depp suing Heard for lying, in contrast to the articles where the case is described as Depp suing Heard for libel.

The relationship between Indigenous peoples and Canadians is fraught with political and cultural divides. While Idle No More garnered some momentum to raise awareness of the need for political change, there has yet to be an approach that has popularly engaged and compelled response from Canadians. This thesis project navigates the political potential of artists, who can both accumulate cross-cultural audiences through entertainment and incite change through their vocalizations in performance. Offering a case-study approach to the Indigenous music group, A Tribe Called Red, this project considers their compelling Indigenous space-making work through their performance and celebrity. Drawing from this work, this project offers a navigation between the need for respectful cross-cultural dialogue between Indigenous peoples and Canadians and the actionable change that can occur through popular entertainment and its intimate connections. / Thesis / Master of Arts (MA) / The relationship between Indigenous peoples and Canadians is fraught with political and cultural divides. While Idle No More garnered some momentum to raise awareness of the need for political change, there has yet to be an approach that has popularly engaged and compelled response from Canadians. This thesis project navigates the political potential of artists, who can both accumulate cross-cultural audiences through entertainment and incite change through their vocalizations in performance. Offering a case-study approach to the Indigenous music group, A Tribe Called Red, this project considers their compelling Indigenous space-making work through their performance and celebrity. Drawing from this work, this project offers a navigation between the need for respectful cross-cultural dialogue between Indigenous peoples and Canadians and the actionable change that can occur through popular entertainment and its intimate connections.

Aim The authors seek to explore the impact of celebrity endorsement through social media on consumer behavior, specifically on impulsive buying. Methodology The quantitative research approach was adopted, and a questionnaire was administered to university students in 3 cities (Gavle, Uppsala, and Stockholm). The primary data was collected from the students’ responses to the questions (127-members survey). For achieving the results mentioned in the results chapter, SPSS 17 was used for the data analysis. In the study, secondary data was collected through scholarly journals, books, and articles. Findings The findings show that the popularity of the celebrity affects the buying behavior of customers (purchase motivation or purchase intention). The results revealed that marketers need to use recognized factors to motivate and influence consumers’ buying intention on social media as suggested by the consumer. The perception of the customers is that Marketers will do well to control the purchasing behavior of customers, and if possible the influence of celebrity endorsement through social media on impulsive buying. Contribution to the study Theoretical contribution This study adds a theoretical contribution to impulsive buying towards consumers’ buying behavior in the emerging field of marketing theory. Celebrities can play a vital role in influencing customers through using social media platforms which can impact their buying decision. In addition to the social media effect, the authors have chosen to continue the Pavlovian model for consumer behavior, adapting it to success, as did the other two separate factors that lead to an impulse purchase which is the convenience of e-commerce and impulse decision. The theory explores the actions of consumers in detail and aims at a much deeper understanding of thought and shifting attitudes based on both external and specific environmental factors. Managerial contribution Celebrities create positive awareness through their influence and arouse the need in the mind of customers. Motivated customers are interested in buying and making instant decisions. The attitude of graduate students could be vital for marketers to promote products through this channel.  The research asks actually that if, in the case of support for the chosen celebrity and not just any celebrity, details should be collected and a commonly known celebrity is strategically positioned then the research would change their preconceived ideas about certain target markets. Limitations and suggestions for future research The authors recommend that the results presented are not generalizable to other universities or countries. The focus of this study is limited to a particular segment with various constraints, in changing situations, to obtain students’ perceptions of different opinions and methods to influence the decision-making behavior of consumers with celebrities' help through social media. The point of view may differ from one demographic segment to another, so the authors will recommend extending/expanding the sample size with various demographic features for similar studies in the future. The impulsive buying behavior of customers is largely influenced but still, there is a gap between the product category and customers’ preference. Furthermore, the new study can be done on how consumer buying behavior may affect based on contextual influence such as involving time pressure, situational impact based on the channel of promotion(online and offline ), as the number of customers, is increasing very rapidly.

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