Kurniawan, Yohanes Nico (2015) Kajian komparatif celebrity endorsementvspublic endorsement dalam strategi memenangkan persaingan pasar melalui media online. Jurnal Manajemen: Untuk Ilmu Ekonomi dan Perpustakaan, 1 (1).

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Abstract

This article explains about the role of startegic marketing by endorsement to compete and win in the market competition using social media. Endorsement in this case, can be divide into 2 part, those are celebrity endorsement and public endorsement. Some reasearch shows that strategic marketing methods which are the best to win in the market competition using social media is by using celebrity endorsement or public endorsement. Using strategic marketing endorsement, it can create a new brand image which is good for the product or even for the company, it will also improve the consumer initiative to buy, so the company will get benefit in the process of selling. Choosing the correct method between strategic marketing celebrity endorsement or public endorsement is very important to get a good brand image for the company. Effectiveness og celebrity endorsement and public endorsement will be discussed in-depth for application in the business through online media is being developed.

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