For those who wonder what celebrities like Will Ferrell, Fergie, Mila Kunis, James Franco, Danny McBride and others have resolved for the new year, check out the video below. I just really hope some of they are kidding!
Implications - Consumers idolize media moguls that they see everywhere in society, and form parasocial relationships with them. For this reason, when a celebrity endorses a product, consumers embrace it since they relate to the celebrity, and respect that their opinion is worthy. Companies should consider celebrity endorsements as a method of appealing to specific niche markets.