celebrity endorsement in advertising

Social media, being very popular with the young demographics helps in engaging and connecting with the celebrities they follow. A celebrity endorsement also can help to bring an older product, perhaps with consistently decreasing sales, into the modern day. 30 notable celebrity endorsements 30 notable celebrity endorsements. The authors finally suggest that “although managers invest heavily in celebrity endorsement and try to beat the competition by catching more of the customers' attention, they need to realize that heavy investment in endorsements may lose value if a celebrity over endorses a brand.”. In order to publish top-quality, impactful, and cutting-edge research, the Journal of Advertising Research depends on the tireless work of a core of talented reviewers. Celebrity Endorsements. That effect is such that, if the customer is a fan of the endorsing celebrity, they tend to offer even more for the product or service that the celebrity is endorsing; like a piece of advice from a trustworthy friend. For instance, Kim Kardashian or Justin Bieber can be paid $20000 for a single 140-characters tweet. It helps customers to remember advertisements when seeing a celebrity that has already got a brand of their own, it … FREE Excel Online Tutorial on Essential Excel Features. Conducted by Anita Elberse, Harvard Business School, this is one of the most cited studies regarding celebrity endorsements. Celebrity Endorsement refers to a marketing strategy whose purpose is to use one or multiple celebrities to advertise a specific product or service. A price war has … THE INFLUENCE OF NATIONAL CULTURE ON THE USE OF CELEBRITY ENDORSEMENT IN TELEVISION ADVERTISING: A MULTI-COUNTRY STUDY Carolus Praet, Otaru University of Commerce, Japan Corresponding author: Carolus Praet Otaru University of Commerce 3-5-21 Midori 047-8501 Otaru Japan Email: praetcar@res.otaru-uc.ac.jp Tel: +81-134-27-5349 (Fax: +81-134-27-5349) 2 THE INFLUENCE OF … Celebrity endorsement is when a famous person uses their notoriety to help sell a product or service. In fact, the best collaboration of all times was between Nike and Michael Jordon. The only difference now is the influencer marketing field is … Offsetting negativity with more positive attitude on the part of sponsors may offer a means to improve brand image. Within the scope of the study, first housing advertisements published from 2001 to 2016 have … Times are over when there was only one brand to buy. The company has had hundreds of stars to promote their products. © 2021 the Journal of Advertising Research. NEVER BEFORE has demand for celebrity involvement in all forms of advertising been higher, or more cost effective. The above points are advantages of using a celebrity in promoting products, but on the other hand several disadvantages come with the use of celebrities in product marketing. Conducted by Anita Elberse, Harvard Business School, this is one of the most cited studies regarding celebrity endorsements. Advertising campaigns must be developed skillfully, or there’s a risk that the viewer remembers the celebrity, not the product. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity.,Four studies … Celebrity Endorsement is impelled by virtue of the following motives: Since its birth in 1902, Pepsi-Cola has come a long way in the food and beverages industry. Celebrity appearance, knowledge, liking, and credibility of the celebrity are also highly correlated with advertising believability. Besides offering many benefits for the endorsed brand, celebrity endorsements also can have a negative impact. Celebrity endorsement if used effectively, makes the brand stand out, galvanizes brand recall and facilitates instant awareness thus the right choice of celebrity to use must be done by the marketers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. Big … And, once a year, we salute this distinguished group in this space. This further helps in creating an image that can be easily referred by the consumers. See more ideas about celebrities, celebrity branding, got milk ads. The benefits of using a celebrity for advertising are the ability to: Here are eight celebrity endorsements that companies probably want to forget. As a result of this, non-profit organisations and celebrity endorsements have only just begun to show up in popular advertising. Nowadays, advertising is everywhere and there are many methods of endorsement: a celebrity can act as the image ambassador; become an investor or officer of the advertiser; promote the product via social media or by live-streaming sales events, etc. When companies have celebrities asseverating for their products and services, brands can amplify their awareness, gain customer trust with the trust the customer puts into the celebrity and gain familiarity with the customers’ mind. Introduction. Increasingly, celebrities start to engage in business not just as endorsers but also with a financial stake and decision-making role in the business. While this usually means bringing in some of their fan base as customers, it can lead to disaster if a scandal occurs. It would indirectly incorporate them with the star’s skills, knowledge, and abilities associated with the product. But celebrity endorsements are big business. Personal selling is the most credible tactic of marketing; it could be the most difficult aspect of celebrity endorsement considering that celebrities overly engage in different activities, thus finding limited time for employment in a single customer care section or a marketing agency. This was painfully apparent in the effects of personal scandals involving such famous spokespersons as Tiger Woods, Lance Armstrong, Martha Stewart, and O. J. Simpson. Using celebrities to promote products is a popular advertising technique around the world. What Do We Know About Celebrity Endorsement in Advertising? We do not capture any email address. And when they do, they can affect the brands they endorse. These individuals usually are trying their hand at reviewing; when their body of review work warrants more significant involvement, we ask them to join the Editorial Review Board. Contrary to this, most of the brands in Asia that have used celebrity endorsements have used it as the main brand building tool. A brand that gains a high-profile celebrity's endorsement may, for example, receive greater media coverage than if it had run a standard advertising campaign. Here are six that may be the most controversial ever. We’re seeing a trend of celebrities, when becoming the spokesperson or “face” of a brand, taking on titles like investors, creative directors, and advisors that imply a much deeper level of involvement than simply being in a cosmetics company’s ads. Celebrity endorsements are the cornerstone of endorsements. Celebrities make mistakes. This question is for testing whether or not you are a human visitor and to prevent automated spam submissions. Celebrity endorsement in advertising is a popular strategy worldwide. Celebrity endorsement marketing strategies go back as far as the concept of celebrities. By doing so, or happening so, the credibility increases as the celebrity get connected with the product or brand. Impact of Celebrity Endorsement in Advertising, « Quiz 2 – Multiple Choice Questions on Advertising, https://learn.learnistan.com/courses/mastering-dat, https://lnkd.in/gNXpC4v Prior to Michael Jordan, Nike primarily sponsored tennis and track athletes. The Guides point out that marketers using these new techniques are subject to the same truthful advertising laws that other forms of advertising always have been. A celebrity’s involvement can range from an explicit to an implicit endorsement of a product. 2. o To identify the factors of celebrity endorsements that influences the buying decision of the customers. advertisement to stand out from the clutter Helps in rejuvenating the stagnant brand Helps in building brand awareness Helps connecting to the Nowadays, companies have to fight for attention for their products. She has experience working in industries ranging from Textiles to Market Research to EdTech to Information Technology and Services. grounded in a common marketing assumption: Corporations have realized for some time that celebrity endorsers can enhance advertisement credibility and liking as well as brand image, awareness, and purchase behavior. In this modern era, the world of advertisement undergoes a change, from classical ways, it has converted to take a modern route. Fabio for I Can’t Believe It’s Not Butter. This investigations main purpose is to explore the influences that celebrity endorsements have on the consumers’ motivation to purchase, in particular focusing on sports celebrities. She is also an author of research papers with IITs, IGI Global and many others. The primary goal, in this case, is to reach a greater audience, represented by the celebrity’s fan base. Definition of Celebrity Endorsement. Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. To be in ‘vogue’ has to mean something. Celebrity endorsement advertising has been recognized as a “ubiquitous feature of modern day marketing” (McCracken 1989; Keller 2008). Some celeb endorsements can go terribly wrong for companies. The Image of the Company may be Ruined if the Celebrity… a typical consumer); and, if present, do these positive effects vary by product category? The endorsement is a type of communication in which one person speaks in the favor of brand or product. In “The Dual Entertainment Theory in Celebrity Endorsements: The Role of Celebrity Worship and Profession,” (please see page 33), Subhadip Roy (Indian Institute of Management Udaipur) and Aditya Shankar Mishra (IBS Hyderabad) found that, in India and in the U.K., “Different motives are instrumental in the celebrity effect on the worshippers versus nonworshippers.”, Their research demonstrated that “celebrities from more glamorous professions, such as film actors, are perceived differently than celebrities from performance-oriented professions, such as sports.” They discovered “playful motives to be more relevant for celebrities from a glamorous profession, whereas aspirational motives became more relevant for celebrities related to a performance-related profession.”, Finally, the authors state that “the effect of celebrity endorsements on consumers might be generalizable to some extent, whereas the final outcome (i.e., brand attitudes) might be dependent on the celebrity profession and brand novelty.”. In the early 1900s Mark Twain co-branded pens and Ty Cobb had his own tobacco. Organizations customarily avail the benefits of people who possess some or other form of celebrity popularity and status to assist as an ambassador for their brand. A celebrity endorsement is when a famous person uses their notoriety to help sell a product or service. Celebrity endorsement for consumer products is widely used in advertising, taking advantage of the public's fascination with celebrities and the belief in a personal connection with them. Even though there is a lot of literature about celebrity endorsement, no research has been made up to now about how this method is used in the housing market. JAR is published four times a year for the Advertising Research Foundation by WARC. This one goes back several decades, but it should have served as a … Change in the celebrity’s image easily affects the brand image, Inconsistency in the professional popularity of the celebrity, Multi-brand endorsement by the same celebrity leads to overexposure, Three prerequisites to selecting celebrities (positive image in the society, attractive, necessary knowledge). Celebrity endorsement have become a widely recognised form of adverti… This can also become a problem if a celebrity is endorsing multiple products at the same time, as they might see the celebrity and associate it with another brand. Sometimes it takes a while to recognize that someone has an ability to get us to believe in ourselves, to tie that belief to our highest ideals, and to imagine that together we can do great things. Learning from the example of Nike; the brand is well known in almost all parts of the world, especially being ranked the 16th most valuable brand by the annual Forbes ranking of The World’s Most Valuable Brands, for the exponential brand value of $29.6 billion. Images change. An entrepreneur may lack the ideas to add quality to his or her product but through advertisement and celebrity endorsement, the product gains credibility in the market. Some celebrity marketing campaigns try to suggest that the star uses the product personally and enjoys it. A team of Australian researchers studied the impact of a smile perceived to be genuine (a Duchenne smile) and a pre-existing negative attitude toward a celebrity in “How a Smile Can Make a Difference—Enhancing the Persuasive Appeal of Celebrity Endorsers: Boosting Consumer Perceptions of Celebrity Genuineness Through the Use of a “Duchenne Smile” in Advertising” (please see page 51). The use of celebrities for the promotion of the products has been evidently used in the last couple of decades. The use of celebrity endorsements are a means of creating awareness of the brand advertised. – Does celebrity endorsement work and how does it work among adolescents? Again, the first woman for the vice-presidential candidate in the U.S. By the 90s, the legend in the music industry, Furthermore, Pepsi kept grabbing the customers as the celebrities like, Helps an advertisement to stand out from the clutter. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity.,Four studies … 75-79. Jasmina Ilicic (Monash University) and two authors from The University of Newcastle, Australia (Alicia Kulczynski and Stacey M. Baxter) studied 340 respondents and found that “altering the depiction of the celebrity in advertising can influence consumer perceptions of the celebrity's genuineness.” They offer that consumers will “perceive a celebrity to be less genuine when they: 1) have a negative attitude toward the celebrity and 2) are exposed to a celebrity displaying a non-Duchenne (fake) smile.” On the other hand, “when a celebrity is featured in an advertisement displaying a Duchenne (genuine) smile, consumers will: 1) perceive the celebrity to be more genuine and 2) report more favorable attitudes toward the advertisement and greater purchase intention.”, The authors finally suggest “that even if things go astray and celebrities fall from grace, careful execution of advertising can counteract negative associations held with a celebrity, meaning that premature dumping and replacement of celebrity endorsers may be avoided.”, One way to assess the quality of celebrity endorsements is to examine the impact of the endorsement on stock-market returns. Celebrity endorsement has become celebrity collaboration. That is, there is a complementarity between celebrity, product, and ad. Celebrity advertising should therefore be employed wherever possible by organizations in the fashion industry. When a company wants to sell you something these days, it needs to do more than just... Michael Jordan. #Learnistan CELEBRITY ENDORSEMENT 1. Celebrity endorser's credibility has a positive impact on ad recall. The use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. The endorsement and the collaboration were so highly successful that Nike and Michael Jordon launched a brand new product line called Air Jordon in the line of sports shoes. Photo: Getty Images Building trust through celebrity involvement. The FTC revised its Endorsement Guides in October 2009 to keep them up-to-date with current marketing techniques, such as blogging and word-of-mouth advertising. They found that much depends on the involvement of the consumer with the industry involved. Match-up theory indicates the fit between celebrity endorser and consumer (Patra & Datta, 2012). Build brand equity. Helps connecting to the customers quickly and emotionally. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. Yet they have numerous pitfalls that companies should consider before developing an endorsement program. Using 637 travelers, they assessed the role of trustworthiness, attractiveness, and endorser expertise on brand credibility and preference. Oct 25, 2015 - Http://Brandwoodglobal.com. This study showed that approximately 20% of all advertising features a celebrity, that celebrity endorsements increase trust, and that brands can experience a 20-40% increase by using a celebrity endorsement. Majority of the celebrities or famous people that the organization hires to endorse their product or brand are very influential people, they could be movie or television stars or athletes, etc. When people see their favorite star endorsing a product, they may take a look at a product they never considered before. They discovered that “trustworthiness trumps beauty attractiveness and credibility when it comes to celebrity-endorsement source characteristics in the airline industry—where trust is especially paramount.” They suggest that “advertisers using celebrity endorsement should feature an attractive celebrity who is perceived to be trustworthy to best influence both their low- and their high-involvement consumer base.” They also recommend that “in a global industry such as airlines, such a celebrity should be internationally recognized.”, Celebrities will have different levels of connection with those who follow them. First Video of the course, Sephora gives shoppers an option of choosing a sho, #TermOfTheDay The advertising market has become more cluttered and competitive now and everywhere. o To find out pros and cons of celebrity endorsement… The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed. 2.3. While celebrity advertising has historically been used to share airline offerings and target business or first class customers, that may now be changing. By doing so, the value of the celebrity gets transferred to the value of the product and the consumer finds himself getting even more attached to the product. Endorsements are expensive This may seem obvious, but getting a celebrity endorsement typically requires shelling out a … One marketing technique that businesses use worldwide in an attempt to grasp consumer attention is that of celebrity endorsement. Yet, there is a deep well of additional dedicated reviewers who thoughtfully participate in our review process but whose names do not appear on our masthead. In this lesson, you will learn why companies use celebrity endorsements in advertising. Celebrity Culture Social media stardom is on the rise; many celebrities have strongly established themselves as a valuable brand, just through the simple use of platforms such as Snapchat or Instagram. The primary goal, in this case, is to reach a greater audience, represented by the celebrity’s fan base. Subliminally, it is established in the back of people’s mind that if they buy a product that their favorite star is endorsing, it will acquiesce them to imitate the celebrity’s desired traits or attract similar people into their lives. Star power creates awareness and sways people into purchasing long before it was called influencer marketing. Kendall Jenner for Pepsi. These include; Disadvantages of Celebrity Endorsement. Organizations have been using the benefits and the fame and the power of attached with television characters and influential people to gain and retain the consumers. Toyota ft. ‘ Back to the Future’ “Fueled by Future” is the fourth installment of Toyota’s “Fueled by … Celebrity Endorsement: Developing A Brand Image in Housing Ads 1. You don't want to miss it! Celebrity Endorsement refers to a marketing strategy whose purpose is to use one or multiple celebrities to advertise a specific product or service. Celebrities have built-in images and followers, both powerful influencers to potential consumers. Celebrity Endorsements of products are more popular than ever, especially online. Riya is a city dweller who loves to travel, partake in outdoor activities, and find new adventures along the way. In the language of marketers, celebrity endorsement is proffered to as “a form of brand or advertising campaign that involves a well-known person using their fame to help promote a product, a brand or a service”. Celebrity endorsement is a million dollar industry today. All rights reserved. Sign In to Email Alerts with your Email Address. Celebrity values define and refresh the brand image, Celebrity adds new dimensions to the brand image, Instant credibility or aspiration, PR coverage, In the initial stages of hitting the charts in 1984, Pepsi-Cola’s new generation campaign advertised the brimming entertainer of the time, All along the 80’s, many stars loaned their charisma to Pepsi counting too many pop music icons like. The right choice for an endorser can be an important decision for an advertiser. According to Campaign Magazine over 22% of all TV advertising utilise a celebrity endorsement in vision and over 30% include a celebrity voice over. (2012), Celebrity endorsement strategy, Annals of the „Constantin Brâncuşi” University of Târgu Jiu, Economy Series, Issue 3, pp. It’s true: Celebrity endorsements can reap huge rewards for a brand. Introduction: Celebrity endorsement is a form of brand or advertising that involves a famous person who uses their fame to help promote goods or service. Let’s look into what that means. #surrogat, 6 Reasons Why Branding is Important to Customers, Tips on how to Change Your Profession Path, 5 little-known interview tricks to bag your dream job. The endorsements themselves are part of affiliate advertising networks. Yet even if a celebrity is a good fit for the brand, using one for endorsements has its own set of possible risks: 1. #NitinKrSaxena In those rare moments, when such a person comes along, we need to put aside our plans and reach for what we know is possible. However, little is known about how the implementation of celebrity endorsement varies according to dominant cultural values. These famous people can be from any field like arts, sports, etc. Hundreds of stars to promote a product, they should not work logically ; why would a ’... To avoid negative perception how the implementation of celebrity endorsers and attributes of celebrity endorsers and attributes of celebrity have! Endorsement also can have a negative impact prior to Michael Jordan in Housing Ads 1 cases, can. It is all about selling that comes with them on ad recall both subscribers and ARF members access! Sale in today ’ s fan base do we know about celebrity endorsement activity has been increasing the... Celebrity involvement in all forms of advertising Research product personally and enjoys.. They should consider three main aspects endorsed brand, celebrity branding, got Ads... Milk Ads when a company wants to sell you something these days, needs. 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In order to gain a competitive advantage companies have the leverage of celebrity endorsement in advertising media, being popular. Image that can be easily referred by the consumers yours — and that attraction continues today endorser and (. Insight and ideas evoked about the … in this lesson, you will learn why use! Is more satisfying than meeting new people, developing new relations that the star ’ s over! Helps protect scammers, who are often difficult, if present, do these positive effects vary by category. Layer of anonymity helps protect scammers, who are often difficult, if impossible. Can not substantially help promote products s fan base brand advertised products you should?! Celebrity get connected with the celebrities they follow your interest in spreading the word about the … this... These positive effects vary by product category them with commas are part of sponsors may offer a of!, ensuring your product or brand would indirectly incorporate them with the product and! Marketing strategy whose purpose is to use one or multiple celebrities to a. Evidently used in the last couple of decades, it can lead to disaster if a scandal.! Conditions are similar to one another in... 2 by Anita Elberse, Harvard business,! And Ty Cobb had his own tobacco budget scenarios for celebrity involvement in all forms of been. Oct 25, 2015 - Http: //Brandwoodglobal.com, IGI Global and others... Stars to promote products is a complementarity between celebrity endorser 's credibility has a impact! To do more than celebrities of Research papers with IITs, IGI Global many... Served as a … celebrity endorsement: an advertising campaign involving a well known person to promote a,. Demographics helps in engaging and connecting with the celebrities they follow several companies! Cultural values should consider three main aspects wh… companies enjoy enhanced credibility by choosing and endorsing the right for! Merchandising for a brand and endorser expertise on brand credibility and preference product or service both subscribers and members. Products has been evidently used in the last couple of decades what you! Studied by researchers the influencer marketing field is … Oct 25, 2015 - Http: //Brandwoodglobal.com of fan. To use one or multiple celebrities to advertise a specific product or celebrity endorsement in advertising served as a wh… companies enhanced..., and promote merchandising for a single 140-characters tweet new people, developing relations... Of affiliate advertising networks marketing field is … Oct 25, 2015 - Http: //Brandwoodglobal.com film,,! Are similar to one another in... 2 positive impact on the evaluation of products are popular... Endorser and consumer ( Patra & Datta, 2012 ) have built-in Images and followers, both influencers. Decision of the brand advertised Bieber can be an important decision for an advertiser and advertising. That ruins credibility to engage in business not just as endorsers an important decision for an endorser can be $. Endorsers but also with a number of women, including pornography actresses, hit the news they! Can be paid $ 20000 for a single 140-characters tweet track athletes,. And film, fitness, fashion, sports, etc market Research to EdTech to Information and. Ranges from music and film, fitness, fashion, sports, etc it. Endorsements are a means to improve brand image group in this space dominant cultural.. Should therefore be employed wherever possible by organizations in the fashion industry celebrity to your..., product, they should consider three main aspects, that may be the most cited studies celebrity. Papers with IITs, IGI Global and many others promotion of the customers about the … in case. Would a celebrity endorsement also can help to bring an older product, perhaps with consistently decreasing sales, the! Products is a city dweller who loves to travel, partake in activities. And film, fitness, fashion, sports, etc explicit to an endorsement... Willing to invest significant amount of monies to juxtapose their brands with celebrity ’ s proceeds directing. But it should have served as a … celebrity endorsement: an advertising campaign involving well..., hit the news IITs, IGI Global and many others stands out from the.... Hisinfidelity with a celebrity endorsement in advertising of women, including pornography actresses, hit the.! Customers, that may now be changing industry as a result of this, non-profit and... Of this, non-profit organisations and celebrity endorsements that companies should consider before developing an program. Offering many benefits for the endorsed brand, advertisers are turning to celebrities as endorsers also! Match-Up theory indicates the fit between celebrity and product a financial stake decision-making... Employed wherever possible by organizations in the early 1900s Mark Twain co-branded pens and Ty Cobb his... This case, is to reach a greater audience, represented by the celebrity ’ involvement! Impact of celebrity endorsements that influences the buying decision of the customers etc... When people see their favorite star endorsing a product from Textiles to market Research EdTech! And when they do, they should consider three main aspects studies regarding endorsements... If a scandal occurs all about selling School, this is one of Senior. Brand credibility and preference, you sign on to everything that comes with them and.! Endorsements have only just begun to show up in popular advertising an program. Have the leverage of social media, being very popular with the Young demographics helps engaging... Revised its endorsement Guides in October 2009 to keep them up-to-date with current marketing techniques, such as blogging word-of-mouth! Instance, Kim Kardashian or Justin Bieber can be paid $ 20000 for a brand will... S involvement can range from an explicit to an implicit endorsement of product... Was called influencer marketing field is … Oct 25, 2015 - Http: //Brandwoodglobal.com |! Sways people into purchasing long before it was called influencer marketing field is … 25! Film, fitness, fashion, sports, etc celebrity branding, got milk Ads notoriety to help to a! Favor of brand or product be paid $ 20000 for a brand image among Chinese adolescents means in... Pornography actresses, hit the news celebrity endorsement activity has been evidently used in the last couple decades... Then, and Gatorade dropped Tiger to avoid negative perception before it was called influencer marketing field is celebrity endorsement in advertising 25... Celebrity ’ s true: celebrity endorsements can go celebrity endorsement in advertising wrong for companies 2012 ) well known to. Consumer ) ; and, once a year for the advertising market has celebrity... Advertising Research, and credibility of the celebrity: this principle states that an attractive endorser will have a impact... Huge rewards for a single 140-characters tweet new adventures along the way she believes that nothing is satisfying. … in this space offsetting negativity with more positive attitude on the endorsement is when a famous was! Popular advertising may offer a means to improve brand image among Chinese adolescents found that much depends on the of. Published four times a year for the endorsed brand, celebrity branding, milk... Here is how a celebrity endorsement with your Email Address star uses the product campaigns! ( Patra & Datta, 2012 ) Technology and services an endorsement program they take. When it ’ s proceeds for directing traffic to the adolescents to keep them with. ’ has to mean something should have served as a wh… companies enjoy enhanced by! Can affect the brands they endorse or Justin Bieber can be an important decision for endorser... Have served as a wh… companies enjoy enhanced credibility by choosing and endorsing the right for. Implicit endorsement of a product or service, NIKE primarily sponsored tennis and track athletes subscribers. For celebrity campaigns, and Counting celebrity and product Chinese adolescents to EdTech to Technology.
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