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Celebrity endorsement is the type of advertisement, which uses an expert, famous person or celebrity to endorse the product or services. Celebrity endorsement has been defined as: "any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good " (Byrne & Breen, 2003). Research statistics has

Any celebrity can endorse any brand but the right brand with correct purpose and right celebrity give more impact on the consumer perception in throughout the country. Due to much competition in the celebrity endorsement market, advertisement style and media options companies are changing the strategies regularly (Kim, Y.J.,2007)

to follow their favorite celebrity on social media than for them to run into the celebrity in reality. Following their favorite celebrity on social media therefore acts as an alternative to physical communication. Social media described as a tool that promotes interaction (Campbell, Colin , & Pitt , 2011)and (Strauss & Raymond , 20.

Expertise in the celebrity endorsement reflects the knowledge, skills and experience a celebrity has towards advertised brand (Erodgan, 1999). Further, celebrity to be considered as expert, he or she should be prominent to the actions related to the advertised products (Biswas et al., 2006). Ohanian (1991) finds when the expertise of the endorsers

high interest in hard news topics like international news and politics. Less than a quarter favoured categories like 'weird news', lifestyle, or entertainment/celebrity - the kind of news that often tops lists of 'Most Read' or 'Most Shared' stories. Figure 1 Interest in news content categories News content category % Region, town 63

18 3. Cross-platform news consumption 23 4. News consumption via television 29 5. News consumption via radio 32 6. News consumption via newspapers 39 7. News consumption via social media 52 8. News consumption via websites or apps 61 9. News consumption via magazines 64 10. Multi-sourcing 68 11. Importance of sources and attitudes towards news .

119 news x english news channel 2 120 cnn english news channel 0.87 121 bbc world news english news channel 8 122 al jazeera english news channel 2 123 ndtv-24*7 english news channel 10 124 zee business english news channel 2.79 125 cnbc awaj hindi business news channel 2.62 126 cnb

News X UTV Bloomberg Aaj Tak STAR News NDTV India IBN 7 Zee News Sahara Samay News 24 India TV Live India News Express P7 News Newswire 18 Newzstreet TV Mumbai News ETV Marathi Saam Marathi IBN Lokmat, M’rathi STAR Majha Zee 24 Taas Manorama News India Vision AIR News . Title: Microsoft Wor

from intimate friendships to common interests, or even a passion for breaking news or celebrity gossip" [9]. Thus, using the size of a celebrity's follower count to estimate in uence is misleading, since Twitter users may choose to follow a celebrity for many reasons other than an interest in the

Celebrity: T he 'familiar stranger' (Gitlin): a celebrity is simultaneously a text and an industry. Celebrity culture: A culture based around the individual and individual identity; for example, news that consists mainly of gossip, scandal or snippets from celebrities' PR handouts, or where social issues are constantly reframed as personal .

NEWS AND WEBSITES 3 1.1 Categories 3 1.2 Ranking 6 Content 6 Creative 7 1.3 Content 8 Restricted 8 Prohibited 10 1.4 Creative 14 . pregnancy, celebrity relationships, celebrity scandal, celebrity style, gossip, photoshoots, viral videos T1 Real Estate Apartments, developmental sites, hotel properties, houses,

celebrity; (5) celebrities who were not born in mainland China; and (6) corporate celebrities. We then conducted an internet search on Google and Baidu, using the name of each celebrity and search terms for philanthropy to find any news stories, links and webpages that mentioned their philanthropic activity between January 2011 and December 2015.