Do Celebrity Endorsements = 'Sell'-ability?

According to researchers Anita Elberse and Jeroen Verleun, sports celebrity endorsements do increase product sales (and a company's share price). Of course, there are risks: The celebrity may become injured, involved in controversy or otherwise acquire a negative image that could hurt the product's reputation and sales. Tiger Woods is just one public example, as Nike and other brands well know.

Yet celebrity endorsements can be effective, even if consumers don't want to admit they'd be persuaded by this tactic. In fact, social media can magnify the effect of celebrity endorsements, a study suggests, with word-of-mouth spreading stronger buzz to a much larger audience.

Alastair Cook promotes Samsung]' Series 9 laptop

So celebrity endorsements remain a popular marketing element in many industries, including tech. When the fit between endorser and product is logical and understandable, consumers will pay closer attention--and are more likely to believe and buy.