Building Personas through Social Media Profiles

Building Celebrity Personas through their Social Media Profiles

The star of the past was a celebrity or figure who acquired recognition through traditional forms of media such as TV, film, radio, magazine, and newspaper. These one-way mediums used to offer audiences a passive form of media consumption via established distribution systems. 

Whereas the social media stars of this generation acquired their recognition via Facebook, Twitter, Instagram, Vine, Snap chat, YouTube etc. Audiences consume this media in a participatory way using shares, likes, and comments. This additional form of interaction creates a stronger bond between the celebrity and their audience

Most of the brands subscribe to the celebrity endorsement theory, it's based in pretty simple logic. 

"People idolize celebrities, so when famous people are seen in advertisement promoting a new product, audiences are prompted to buy that product. either subliminally or directly". 

The potential positive effects on the brand equity cannot be understated. According to a Market-watch claim in Social Media Week, just one endorsement can spell an increase in sales by 4%, almost immediately. That's why brands, even small would be foolish to resist the mere exploration of celebrity influencers to promote their brands. 

The effect would be substantial if the brands could find a prominent name who influences their audience. This study tries to analyse and create celebrity brand personas by analyzing their official social media tweets/posts and then correlate to the endorsed brand social profiles to understand if the celebrity endorser is the best fit for the brand. 

Work in progress:

Development of a Recommendation system which would predict the best fit celebrity endorser for the brand in focus, basis their social media profiles through analyzing the euclidean distance across various attributes in the personality models.