In my previous residential property branding strategies, I used to leverage traditional celebrity endorsement (Miss Vietnam, singer, and actor) as a critical factor influencing homebuyer brand engagement on purchase intentions. The celebrity would play the role of a main character in my property brand stories, inspiring and energising numerous stakeholders to engage.
Nonetheless, with prevalent advancements in information and communication technology, digital media platforms play a crucial role in promoting residential property brands. Homebuyers frequently participate in brand communities and discussions on social media outlets in order to gain better insights into the reviews and opinions on housing products. As a result, I’ve observed that traditional celebrities cannot perform on their own. Rather, I should combine traditional celebrity credibility with digital influencer endorsement in the coming brand promotion strategies. A digital influencer has a larger number of online followers ( 10,000 – above 1,000,000 fans). When the influencer endorses brand content and expresses his/her positive feelings towards the brand, his a huge volume of fans will emotionally and behaviourally engage with that brand online.
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