Mascots Generate More Social Media Buzz for Brands Than Celebrities, Study Reveals
Fictional characters might be better spokespeople for brands than celebrities on social media sites, according to analysts at the global social media monitoring software company Synthesio. “On social media, you get answers to questions you didn’t ask,” said Loic Moisand, co-founder and CEO of Synthesio, in a recent interview. Because brands are only a small part of the online dialogue between consumers and celebrities, their celebrity endorsement efforts are much more scattered than they would be on television or in print.
Fictional characters might be better spokespeople for brands than celebrities on social media sites, according to analysts at the global social media monitoring software company Synthesio.
“On social media, you get answers to questions you didn’t ask,” said Loic Moisand, co-founder and CEO of Synthesio, in a recent interview.
Because brands are only a small part of the online dialogue between consumers and celebrities, their celebrity endorsement efforts are much more scattered than they would be on television or in print.
When consumers Tweet about Alec Baldwin, for example, they could be talking about him as the celebrity endorser of Capital One, but they could also be talking about one of his other acting roles.
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