Date of Completion

12-12-2025

Degree Type

Honors Thesis - Campus Access

Discipline

Film & Television Studies (FTVS)

First Advisor

Noriko Sato Ward

Abstract

While research on celebrity endorsements is extensive, studies on social media influencer (SMI) endorsements have only recently begun to expand, and direct comparisons between the two remain limited. In an environment where SMIs are becoming increasingly mainstream and brands continue to invest more heavily in them, it is essential to understand how these two types of endorsements differ and how they perform relative to one another. This study compares both types of endorsements based on three models that explain consumer perception as well as the potential risks associated with each endorsement. The study draws on existing literature as well as a newly conducted survey of current college students to understand how this population perceives these two forms of endorsements and how these perceptions align with or diverge from prior research. Ultimately, the findings of this study can inform managerial decisions regarding whether a brand should employ a celebrity or a social media influencer when seeking to promote a product.

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