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Thesis
The "Celebritization" of Home Shopping: An Examination of the Phenomenon of Celebrity Endorsement and How a Home Shopping Channel Utilizes Their Celebrities and Twitter
Master of Science (M.S.), Drexel University
Jul 2013
DOI:
https://doi.org/10.17918/etd-4264
Abstract
The goal of this thesis is to initially examine the origins and history of celebrity endorsement in its earliest forms of direct response television to todays televised home shopping channels. A case study explores the concept of celebrity endorsement from the nineteenth century through today, providing a chronological timeline of each major communications medium and its influence on celebrity endorsement. Secondly, the thesis provides original research in the form of a content analysis to reveal the way in which a home shopping channel endorses and promotes its affiliated celebrities and celebrity product lines through the use of a popular social media platform.
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Details
- Title
- The "Celebritization" of Home Shopping
- Creators
- Jessica L. Hargreaves - DU
- Contributors
- Terry Maher (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 4264; 991014632077204721