Using the concepts of attractiveness, expertise, and trustworthiness, explain what makes LeBron

James an effective or ineffective endorser. Do the same for Sarah Geronimo, Kris Aquino, and BTS.
Do the same for the following celebrity endorsers: Blackpink, Kim Kardashian, and Coco Martin.
Describe how non-celebrity endorsers on social media might affect you and your friends.

The concepts of attractiveness, expertise, and trustworthiness has generated various studies in
terms of how positive characteristics of celebrity, public figure, or endorsers effectively impact
receivers perception, attitude, and related behavioral intention. A characteristics including the
attractiveness, expertise, and trustworthiness, have been measured as positive features that
significantly provoke receivers’ positive attitude and even purchasing action toward the products.

For these following influential people that I would be evaluating about on how do they become an
effective or ineffective endorser.

Lebron James

Lebron James is a world-famous basketball player who inspires hope and dedication in
everyone, especially basketball players around the world. Lebron James is a prominent and
influential presence in many people’s lives. If that is the case, he is a successful ambassador for any
brand, particularly one that aligns with his field of work. Due to his popularity, several worldwide
corporations would pay him millions of dollars in exchange for his endorsement. If I were to look up
on him as a normal person, I would be willing to test any items that he recommended.

Sarah Geronimo

In the Philippines, Sarah Geronimo is a well-known Filipina singer and actress. If you live in the
Philippines, you are undoubtedly familiar with her because of her numerous accomplishments and
the tremendous aura she exudes. She has endorsed a lot of products. With that, I'd say she's an
effective endorser because of her ongoing brand efforts, which only serve to demonstrate that
people adore her, resulting in a large number of fans who become potential clients for her
endorsement. There are a times that when you are a fan of the endorser, you will be pushed to buy
the product they are endorsing.

Kris Aquino

Kris Aquino known as “Queen of Al Media,” a professional talk show host and actress. Back
then, she was one of the most paid celebrities in the country due to her positive personality in what
she behaves and does. She will be an extremely effective ambassador since she gives people hope
and delight which brings the people to be persuaded to buy the product she is endorsing.

BTS

During our generation, K-pop has become a global phenomenon, and BTS’s ascent to stardom
has been phenomenal in recent years. This boy band combo has proven their quality, as evidenced
by the millions of people that support them because of their excellent reputation and respectable
place in life, they are even one of the most costly endorsers a firm can have because most
millennials are into this group. BTS would be a great endorser because of who they are and how
much people look up to them. I think every product they will endorse will be a huge benefit to the
company they are promoting.
Blackpink

Blackpink is a Korean girl group with a global following. Even Filipinos are so devoted to them
that they follow all of their idols’ every move, such as purchasing Blackpink goods like light sticks,
pictures and albums. This K-pop group has also endorsed major brands on a global scale, indicating
that they might be very effective endorsers.

Kim Kardashian

Kim Kardashian is a member of the Kardashian Family, a well-known family which became
more famous because of their fashion career. Despite all of the positive feedback from their fans,
some people dislike the Kardashian family for immoral reasons. However, because they come from a
powerful family and many of their fans trust in them, that is why I believe that she can still be an
effective endorser especially that she is sexy and beautiful.

Coco Martin

Coco Martin is a famous actor especially when he acted as a main character in “Ang
Probinsyano.” A lot of people admires him because of his personality. I believe that he will be an
effective endorser because not only millennials loved him but also the old ones. Being an artist that
endorses product is a great factor because fans buys the product that are endorsed by their idols.

The following names that were mentioned above are the famous personalities and groups that
were admired by people which they are evaluated if how are they as an endorser. In addition, I
believe that if non famous/ celebrity endorsers endorsed a product, I would still consider them as
an endorser because they are still promoting and giving feedback about the products. In fact, I
greatly consider the feedbacks of endorsers that are not well-known because they are saying the
fact and real feedbacks. Sometimes, popular personalities and groups are paid to endorse a
product and there are times that they are just endorsing the product without trying it. They will
only tell positive feedbacks. However, a well-known endorser is also a plus points because they
have a lot of fans which can greatly affect the sales of the company. If their idol endorsed it, they
will surely buy it.