The Effectiveness of Monica Amadea as a Celebrity Endorser and Owner Endorser for Monomolly on Instagram

Abstract

The use of celebrity endorsers has become one of the Marketing Public Relations strategies to convince, persuade, and influence consumers by leveraging the popularity of public figures. An owner endorser refers to a brand owner who is also widely recognized as the endorser of their own brand. This study aims to measure the effectiveness of Monica Amadea as both a celebrity endorser and an owner endorser for her own fashion brand called Monomolly, on the social media platform Instagram. This research employs a descriptive quantitative method by distributing an online survey to 100 respondents. To assess the celebrity endorser role, the study adopts the TEARS model (Trustworthiness, Expertise, Attractiveness, Respect, Similarity), while the owner endorser role is evaluated through three indicators: Credibility, Expertise, and Congruence. The results indicate that Monica Amadea is proven to be effective in carrying out both roles, with similarity and credibility emerging as the most significant indicators. This proves that the dual role of a public figure as both celebrity and brand owner offers a complementary strategy that effectively strengthens brand trust and loyalty