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Kate Pires

The Power Play: Sexual Appeals & Celebrity Endorsements in Consumer Engagement

Biography

My name is Kate Pires, and I have a background in Professional Communications with a minor in Marketing from Toronto Metropolitan University. Driven by a passion for storytelling, strategy, and consumer engagement, my academic and professional experiences have allowed me to explore the intersection of marketing and communication. I am particularly interested in how brands build meaningful connections with their audiences through compelling narratives and strategic engagement.

With hands-on experience in influencer marketing, market analysis, and strategic brand development, I have honed my ability to analyze consumer behaviors, develop data-driven initiatives, and enhance both business-to-consumer and business-to-business engagements. My keen eye for detail and commitment to excellence fuel my ability to create compelling marketing strategies that balance creativity with analytical insight.

I thrive in dynamic, collaborative environments where I can apply my skills to build strong brand narratives and foster authentic connections. My current research explores the combined effects of sexual appeals and celebrity endorsements on consumer engagement in fashion and beauty marketing campaigns. Through this work, I aim to deepen my understanding of audience perception and ethical considerations in marketing, reinforcing my dedication to crafting responsible and effective communication strategies.

Details of Project

This study examines the combined effects of sexual appeals and celebrity endorsements on consumer engagement in social media marketing campaigns within the fashion and beauty industries. While celebrity endorsements are widely recognized for increasing brand visibility and influencing consumer behavior, the role of sexual appeals remains contentious, with varying perspectives on their effectiveness. This research aims to understand how sexual content interacts with celebrity credibility to shape consumer attitudes and engagement.

Using quantitative methods, the study will analyze social media engagement metrics, brand sales data, and competitor strategies to assess the impact of these marketing tactics. Key research questions focus on the effectiveness of sexual appeals, the influence of celebrity involvement on consumer perceptions, and the broader implications for audience engagement. The findings will offer valuable insights for marketers, helping them balance consumer preferences with ethical considerations, ultimately guiding more strategic and sustainable brand communication in the competitive landscape of fashion and beauty.

Lightning talk

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