Analysis of the Impact of Spokesperson Marketing on Brand Influence in the Context of Social Media

Abstract

With the increasingly fierce market competition, brand marketing and spokesperson marketing have become important means for enterprises to enhance competitiveness. However, how to choose the right spokesperson, formulate effective marketing strategies and avoid potential risks are important issues facing enterprises. By using the methods of literature research and case analysis, this paper deeply studies the type segmentation and operation mechanism of spokesperson marketing, and analyzes the marketing methods, effects and potential risks of spokesperson combined with specific cases. The results show that selecting the right spokesperson and formulating effective marketing strategies are important to enhance brand awareness and reputation. Enterprises need to establish a sound spokesperson management system and effect evaluation system to ensure the standardization and effectiveness of spokesperson marketing activities. At the same time, this study also takes X and W as examples to explore the huge commercial value they bring to the brand as popular artists, as well as the operation mechanism and characteristics behind them. Through in-depth analysis of the types and effects of its endorsement activities, the study found that the spokesperson played an effective role as a bridge between the brand and consumers, transmitting brand information and promoting the promotion of sales and brand image. In addition, this study also discusses the strategies and potential risks of selecting spokesmen, which provides wise decision guidance for enterprises.