The lucrative product endorsement deals that celebrities sign are something most peole have heard about so much that they barely notice them. I've always wondered whether companies are justified in paying so much for endorsements. Well, if companies are trying to market to women, there's an intriguing study that indicates blogger endorsements have a far bigger payoff than those coming from stars.
According to the BlogHer 2011 Social Media Social Matters Study, 78 percent of the female American adult populations are active social media users, and of those, nearly twice as many (20 percent) are motivated to consider products promoted by or with a blogger they know, than they are by promotions featuring a celebrity (12 percent).
Before buying a big ticket item like a computer printer or LCD TV, I read blogs - particularly those that review products, and these have influenced my decisionmaking. I can't recall ever having purchased a product because a celebrity endorsed it. But, if you have, I would be interested to know why. Does what celebrities say matter or is the mere fact that they endorse something the most significant?
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