The New Rules of Celebrity Engagement in the era of Converged Media

The document discusses the changing concept of celebrity and theories of celebrity endorsement. It notes that celebrities can now be ideas/characters rather than just human stars. Brands have effectively used ideas as celebrities to build equity. Theories discussed include source credibility, source attractiveness, and meaning transfer. The consumer has also changed with more choices, information overload, and skepticism about advertising claims. Effective celebrity engagement now requires overcoming consumer resistance and creating sustainable positive brand influence.