Parasocial Endorsements Analysis

*Parasocial Interactions: An advertising method and endorsements The Kardashian Brand, specifically Kim Kardashian, has utilized Para-social Interactions in order to strengthen relations between their fan base. This is executed primarily through the usage of social media to create an intimate bond between the Kardashian’s and their devoted following. The term Parasocial Interaction was discussed in Jennifer Anette Lueck article, “Friend-zone with benefits: The para-social advertising of Kim Kardashian”. In this piece she argues that Para-social Interactions takes place between the Celebrity and their fans. Furthermore, she exclaims that Parasocial Interactions act as advertisement as it involves positive feedback for the celebrity brand. She
In her piece, Lueck discusses an interview with a popular reality television star, Lauren Conrad, who remarked, “Most deals today require Twitter, Facebook and other forms of digital outreach because larger followings and stronger connections with your market translate to a greater scope of influence, adding immeasurable value to your brand. (Forbes Online 2011, paras 1 and 3)” . This implies that the larger following that individuals have the more likely they are to be endorsed by companies because the following will likely support brands that the celebrity supports. This potential for endorsements is a brand quality that is emphasized throughout almost of the Kardashian’s careers and is key in acquiring revenue for almost every Kardashian. Amanda Scheiner McClain discusses this briefly in her piece when she asserts, “Kim Kardashian, the brand, sells not only her own products but other companies as well.” By obtaining the necessary sized fan base this is one step in achieving this goal. Another step is proper promotion of the brand on her social media account. This method of using other companies’ endorsements as a means of acquiring wealth for the Kardashian brand is used by multiple Kardashian members. One example of this is Kendall and Kylie Jenner’s Balmain endorsement. Balmain is a Parisian fashion Brand, whose creative director is Olivier Rousteing. Due to their large
Since the beginning of the reign of the Kardashians, “microcelebrities” have evolved. This term was coined in Alice E. Marwick’s article, “Instafame: Luxury Selfies in the Attention Economy”. This article examines the social media outlet Instagram and its ability to allow a normal person access to fame. It argues that Instagram is a social media outlet that can take micro-celebrities or pseudo-celebrities and give them the same social status as actual celebrities. Marwick writes, “Leleboo_phucku is the Instagram account of Goodridge, a young woman who is notable primarily for being a close friend of the Barbadian pop singer Rihanna. While Goodridge is not a celebrity, her proximity to celebrity has made her one on Instagram” . This conveys the idea that acquiring wealth through social media is now a market that many individuals tackle. Leleboo_Phucku (Goodridge), formally known as Leandra Simone, has used her Instagram fame as a starting point to launch her own cosmetics line. Following similar methods as Kim Kardashian, Instagram has aided Simone in changing her image, from Instagram star to business