The Impact of Celebrity Endorser on Brand Image and Social Media Marketing of Avoskin Beauty (Study Case on Avoskin Beauty in Indonesia)

Abstract

In this era of globalization and full of innovation, Avoskin Beauty as a skincare company that have a deep value in green beauty uses celebrity endorser or social media influencer as a collaboration partner to increase the brand image and social media marketing as we know that social media is part of promotion variation. The purpose of this research is to know how celebrity endorser could affect the brand image and social media marketing of Avokin Beauty. By using qualitative method, this research is type of descriptive research with a case study and dig the information by interview process with two informant that has a position in Avoskin Beauty as an Associate Brand Officer / Brand Manager and Social Media Specialist and Supervisor Customer Service. The result of this study is indicating that celebrity endorser and social media influencer did make a significant impact on increasing brand image, brand awareness, and social media marketing. From thus, Avoskin Beauty tend to improve their strategy to be the best skincare company in Indonesia with a target market as a middle up customer.