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.