Directions: Fill in each blank with a proper word chosen from the box. Each word can be used only once. Note that there is one word more than you need.

A. target                 B. random                 C. seemingly               D. engaging E. carefully             F. awareness             G. campaign               H. improve

Have you ever been on social media and seen your favourite celebrity talking about a product? These endorsements (名人代言)might not be totally 【小题1】, and are actually seen as a vital part of the marketing process. The question is: What do these endorsements actually do?

Firstly, they can be used to build brand 【小题2】. A social media influencer should have a strong understanding of the platform they operate on, and therefore can create 【小题3】 content that not only sticks to the brand image, but sparks their followers’ interests in a product they might never have seen before.

Secondly, influencers can 【小题4】 a company or product’s relationship with their customer base. According to US Retail CX Trends Report on customer loyalty, 77% of buyers have been brand loyal for more than ten years. A popular celebrity can 【小题5】 key demographics (客户群) and talk or blog about a product, which can create an instant and lasting bond with the consumer.

Lastly, influencers can improve customer buying habits with 【小题6】 ‘unbiased opinions’. We are more likely to respond to ‘peer recommendation’ than traditional ads, meaning the fact we see an influencer as a ‘friend’ can make us less likely to be doubt what we are seeing.

So, the next time you see a celebrity talking about a product, you might want to consider that this could be a 【小题7】 crafted marketing strategy designed to target your core needs. If you find yourself perusing a product you’ve seen on social media, you may well have been influenced.