How NLP Helps Brands Find the Perfect Celebrity Match

Brand endorsement by celebrities is a big deal in business strategy. Companies often want a unique personality for their brand, so their communications should align with human-like qualities and regulations. But the problem is that most research just makes assumptions about how to match a brand with a celebrity, without offering a concrete method. This paper changes that by introducing a model called Brand Celebrity Matching (BCM), which uses Natural Language Processing (NLP) techniques. Here's how it works: first, gather descriptive info about the brand and the celebrity from the web.

Next, summarize these details. Finally, calculate how well the brand and celebrity match based on their descriptions. In tests, the BCM model performed really well, with an F1 score of 0. 362 and 6. 3% higher accuracy than other methods. This means it's practical for real-world use. Also, this is the first time NLP has been used to tackle the issue of endorsements, setting a new direction for future research.

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