The benefit of a celebrity brand ambassador to (un)consciously promote brands and products via social media in western society: An example by of Beats by Dre and Bastian Schweinsteiger

The focus and the use of social media, e.g. Facebook, Twitter or YouTube, increases constantly for customer and companies. Being provided with the possibility of easy internet access via a constantly improved communication network in the western society countries support a use of social media. Since 2005 the social media usage increased from 7% up to 65% (2015) of all American adults that is using at least one social media website (Perrin, 2015). Due to the society turning towards engaging constantly more within social media, companies realized the necessity of being represented there as well.

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