Why celebrity-powered social buzz likely outweighs any risks

09/30/2013 | Adweek

Social media has added new benefits to celebrity endorsements, such as direct access to a celebrity's fans through personal accounts and free coverage thanks to buzz on social sites. Social ties celebrities and endorsements together tightly, which increases the risk of bad press if there's a public meltdown, but "it doesn't happen that often" and brands have learned to distance themselves from reactions, said C. Samuel Craig, professor of marketing at NYU's Stern school.

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