Paradigm Shift of Promotional Strategy from Celebrity to Social CEO

This study focuses on exploring the promotional approaches more specifically the company's CEOs as a social influencer. The study revealed that large companies are launching their CEOs as a social influencer which significantly reduce the company's marketing cost as well as create a better product image and business volume. This article focuses on endorsing social CEOs as celebrity endorsers because they are more genuinely worried about their brand image and customer preferences, providing a higher profit margin at reduced costs. This article contributions significantly to the field of endorsement of brands through CEOs. Moreover, the study is also helpful for corporate and academics and serves as an incentive for further studies in this area. Meanwhile, there are also possibilities for researchers to re-conceptualize some of the widely accepted areas of social CEOs in promotional strategy.