VIP Class Notes (Lily) [R]
Pronunciation
celebrity= se LE brity
product= PRO duct
endorsement= in DOORS ment
vital= VI tal
process= PRO cess
desire= de SIRE , derive
customer= cus dou mer
buyer= bai yer
Vocabulary
1.sneeze (verb)= 打喷嚏
ex: I keep sneezing these days.
2. hoard (verb)= 囤
ex: I like to hoard contact lenses.
3. stiff (adj)= 僵硬的 紧的
ex: stiff neck 落枕
ex: My shoulders are stiff.
Reading
Have you ever been on social media and seen your favourite celebrity talking about a product? These endorsements might not be totally random, and are actually seen as a vital part of the marketing process. The question is: How do social media influencers ‘influence’ what you buy?
Human desire for status and making friends, combined with our need to belong to a group, make us susceptible to being ‘socially influenced’. Companies often use that desire to have a similar lifestyle to a celebrity we admire to hawk or launch a product. So, what do these endorsements actually do?
Firstly, they can be used to build brand awareness. A social media influencer should have a strong understanding of the platform they operate on, and therefore can create engaging content that not only adheres to the brand image, but sparks their followers’ interests in a product they might never have seen before.
Secondly, influencers can improve a company or product’s relationship with their customer base. According to InMoment’s 2018 US Retail CX Trends Report on customer loyalty, 77% of buyers have been brand loyal for more than ten years. This is also true of 60% of millennials. A popular celebrity can target key demographics and talk or blog about a product, which can create an instant and lasting bond with the consumer.
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