Shattering Misperception: The Power of Celebrities Femvertising on Youtube

This research examines the influence of sustainability, celebrity endorsements, and femvertising on consumer perceptions through YouTube ad comments on the. Utilizing qualitative textual analysis, the study scrutinizes viewer feedback to the "Prada Paradoxe" campaign with Emma Watson to understand how these elements align with brand signals and resonate with consumers, particularly regarding sustainability cues. By exploring this alignment between celebrity-endorsed values and consumer perceptions, the research aims to shed light on the authenticity and impact of such advertising strategies. The study introduces an initial exploratory case and subsequent ongoing research analyses. These analyses, although not yet concluded, aim to culminate in a comprehensive framework and corresponding measurements that will unfold across three levels: the celebrity, the brand in terms of signals conveyed, and consumers in terms of perceived signals. The study aims to provide insights beneficial for international marketers aiming to forge genuine connections and resonate authentically with global audiences.