Celebrity’s Marketing Public Relations Planning of Luxury Brandname on Instagram
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Published:
Jul 30, 2019
Keywords:
Marketing Public Relations, Celebrity, Luxury Brand Name
Main Article Content
Abstract
The objective of this research was to study celebrities marketing public relations planning of luxury brand name on Instagram.
The research found that marketing public relations of luxury brand name on celebrities Instagram and magazine on Instagram policy would be determined by headquarter in France. Then the policy could be adapted to the context of Thailand by luxury brand name companies through Thai celebrities who are Friend of the Brand on Instagram. Moreover, the luxury brand name companies have the criteria for selection of celebrity endorsement based on personality and brand image creation. Friend of the Brand have a commitment with the company to post their pictures on Instagram. Later on, the brand receiver prospects could get brand awareness and create a positive image. These were all purposes in marketing public relations of luxury brand name.
Article Details
How to Cite
Prasertsri, P., & Doherty, W. (2019). Celebrity’s Marketing Public Relations Planning of Luxury Brandname on Instagram. WMS Journal of Management, 8(3), 37–49. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/206454
Section
Research Articles-Academic Articles
References
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Aunyamanee, J. (2015). Online khūmư̄ phanlān. [Online Billion Guide]. Bangkok, Thailand: GMR306.
Chinirun, P. (2010). New marketing on social media. Bangkok, Thailand: Se-ed Ucation.
Danziger, N. P. (2005). Let them eat cake. NY: Through Tuttle-Mori Agency.
Essential Home. (2018). The best luxurious brands of 2018. Retrieved from http://essentialhome.eu/inspirations /lifestyle/fashion-luxurious-brands-2016
Harris, T. L. (1998). Value-added public relations. CA: NTC Business Books.
Harris, T. L., & P. T. Whalen. (2006). The marketer’s guide to public relations in 21st century. Mason, OH: Thomson.
Hiebing, R.G., & S.W. Cooper. (2000). The Successful Marketing Plan. CA: NTC/Contemporary Publishing Group.
Kapferer J. N., & Bastien (2009). The Luxury Strategy Break the rules of marketing to build luxury brands. Bodmin, Cornwall, UK: MPG Books.
Kithen, P. J., & Papasolomou, L. C. (1997). Marketing public relations: Conceptual legitimacy or window dressing?. Marketing Intelligence & Planning, 15(2), 71-84.
Kitchen, P. J., & Schultz, D. E. (2001). Integrated marketing communications in U.S. advertising agencies: An exploratory study. Journal of Advertising Research, 7(5), 9-14.
Kotler, P. (2003). Marketing Management (11th ed.). Upper Saddle River, NJ: Prentice Hall.
Kotler, P., Bowen, J. T., & Makens, J. C. (2003). Marketing for hospitality and tourism (3rd ed.). Upper Saddle River, NJ: Prentice-Hall.
Othakanon, B. (2012). Online Influencer. Strategy+Marketing, 11, 116-117.
Ounmanachai, N. (2013). phūsong ʻitthiphonʻō̜nlai kap phalang kān bō̜k tō̜. [Online Influencer and the Power of Word-of-Mouth]. Executive Journal, 33(3), 47-51.
Papasolomou I., & Melanthiou Y. (2012). Social media: Marketing public relations’ new best friend. Journal of Promotion Management, 18, 319-328.
Pheetisan, P. (2012). ʻamnāt khō̜ng Influencer Online khrư̄angmư̄ kāntalāt thī nā čhapta.̄ [Power of Influencer online An interesting Marketing Tool]. SMEs Plus, 3, 3Phipps, B. (2009). Brands create cuBurberry to launch social networking site. Retrieved from http://tenayagroup.com/blog/2009/09/21/burberry-to-launch-social-networking-site/
Poolsawasd, B. (2011). kāntalāt ʻō̜nlai chœ̄ng ʻitthiphon. [Influencer Marketing]. Retrieved from http://www. daydev.com/marketing-strategy-2/s14 -it-marketing/c86-future/influencer-.html
Shimp, T. A. (2010). Advertising, promotion, and supplemental aspects of integrated marketing communications (8th ed.). Mason, OH: South-Western Cengage Learning.
Theerasorn, S. (2012). kānsư̄sān kāntalāt. [Marketing Communication] (3rd ed.). Bangkok, Thailand: Chulalongkorn University.
Walden, S. (2014). Social media, marketing and pr: who's responsible for what?. Retrieved from http://mashable.com/ 2014/03/26/social-media-marketing-responsibilities/#Eq.FvAS7 uukE
Walter L. (2003). Guidelines for measuring the effectiveness of PR programs and activities. FL: The institute for public relations commission on PR measurement and Evaluation, University of Florida.
Withayapanu, P. (2017). Thailand Zocial Awards 2017. Retrieved from https://www.it24hrs.com /2017/thailand-zocial-awards-stat-social-media-2017/