The 2024 United States presidential election witnessed a remarkable influx of celebrity endorsements. High-profile figures such as Taylor Swift, Beyoncé, and Charli XCX openly supported Democratic candidate Kamala Harris, while tech magnate Elon Musk and others rallied behind Republican Donald Trump.
While celebrity endorsements are commonplace in business marketing, their effectiveness in political campaigns is less clear-cut. We explore the economic concepts and theories underpinning celebrity endorsements in the business sphere and applies them to the context of political elections, shedding light on their potential impact on voter behaviour.
Kamala Harris’s campaign attracted a host of celebrity endorsements. Taylor Swift’s public support emphasised shared values and encouraged voter registration, reportedly leading hundreds of thousands to seek voting information. Beyoncé appeared at Harris’s rallies, advocating for freedom and unity, while Charli XCX’s social media posts portrayed Harris as energetic and authentic. Other notable endorsements came from George Clooney, Oprah Winfrey, and LeBron James.
Donald Trump’s endorsements came from different spheres. Tech entrepreneur Elon Musk publicly supported him, alongside figures from sports and entertainment such as Kid Rock. These endorsements aimed to appeal to specific voter demographics aligned with their fan bases.
Despite the star-studded support for Harris, the election results prompted questions about the actual influence of celebrity endorsements. Some voters perceived celebrity involvement as elitist or disconnected from everyday concerns. Social media amplified both support and criticism, reflecting a divided electorate.
In marketing, the halo effect refers to the phenomenon where the positive attributes of a celebrity transfer to a product or brand, enhancing its appeal. This psychological bias leads consumers to perceive products endorsed by admired figures as superior. In politics, the halo effect suggests that a celebrity’s favourable image can enhance a candidate’s appeal. For instance, Charli XCX’s endorsement of Harris framed the candidate as vibrant and authentic, potentially transferring the artist’s edgy and contemporary image to Harris. This association may make voters perceive Harris more positively due to their admiration for the celebrity.
Social proof is a psychological phenomenon where people copy the actions of others in an attempt to undertake behaviour in a given situation. In marketing, when a celebrity endorses a product, it provides social proof of its value, encouraging fans to follow suit—the bandwagon effect. Celebrity endorsements can serve as social proof in elections. Fans of a celebrity may be more inclined to support a candidate endorsed by that figure, creating a bandwagon effect. The surge in voter registration following Taylor Swift’s endorsement illustrates how celebrity influence can mobilise electoral participation, as individuals may follow the perceived trend set by the celebrity.
Influencer marketing leverages individuals with significant followings to promote products or services. Brands tap into these influencers’ relationships with their audiences to affect purchasing decisions. Political campaigns utilise influencer marketing by engaging celebrities who can reach specific demographics. Harris’s campaign, for example, targeted younger voters through endorsements from artists popular among that age group.
Signalling theory suggests that one party credibly conveys some information about itself to another party. In business, a celebrity endorsement can signal product quality and credibility, reducing consumer uncertainty. In politics, endorsements act as signals of a candidate’s legitimacy and alignment with certain values. A respected celebrity’s support may reduce voter uncertainty about a candidate, particularly among undecided voters seeking validation from trusted figures. Celebrities can signal that a candidate is trustworthy or shares specific ideals important to the electorate.
While celebrity endorsements can increase voter engagement and registration, studies indicate they have limited influence on changing voters’ decisions. Voters tend to base their choices on personal values, family influences, and policy positions rather than celebrity opinions. For instance, despite the significant increase in voter registration following Swift’s endorsement, it is unclear how many of those registrants voted for Harris.
Endorsements can backfire if voters perceive celebrities as out of touch with everyday concerns. The notion that celebrities represent an elite disconnected from the average person can alienate some voters. In the 2024 election, some endorsements were met with scepticism or hostility, potentially diminishing their intended impact. For example, a YouGov poll found that 20% of voters were less likely to vote for Harris following Swift’s endorsement.
In the business, celebrity endorsements can directly drive sales. However, in politics, the effect is more nuanced. Purchasing a product is a lower-stakes decision compared to choosing a political leader. Consequently, while endorsements can attract attention and encourage voter registration, they may not significantly sway voting decisions.
Campaigns use endorsements to appeal to specific voter groups. Harris’s endorsements from popular artists aimed to energise young and minority voters. LeBron James’s support, for example, sought to increase turnout among Black men—a demographic where Trump was gaining ground.
Candidates must balance the benefits of increased visibility from celebrity endorsements with the risk of appearing elitist. Overreliance on high-profile endorsements can feed narratives that the candidate is disconnected from average voters. Effective campaigns use endorsements strategically while maintaining grassroots connections.
The rise of social media influencers suggests a shift towards micro-targeting in future campaigns. Influencers with niche but highly engaged audiences may offer more authentic connections with voters, potentially increasing the effectiveness of endorsements. This trend mirrors developments in business marketing, where brands collaborate with influencers who resonate closely with their target demographics.
Authenticity is paramount. Endorsements are most effective when there is a genuine alignment between the celebrity and the candidate’s values. Campaigns must also manage risks associated with endorsers’ potential controversies, as negative associations can harm the candidate’s image. Just as brands conduct due diligence before partnerships, political campaigns need to carefully select endorsers who embody their message without unintended baggage.
Celebrity endorsements in political campaigns mirror strategies used in business marketing, leveraging psychological phenomena such as the halo effect, social proof, and signalling to influence public perception. While these endorsements can enhance visibility and encourage voter engagement, their ability to sway voting decisions is limited. Voters ultimately rely on personal beliefs, values, and policy considerations when choosing candidates.
The 2024 U.S. election highlighted both the potential and limitations of celebrity involvement in politics. As campaigns evolve, the strategic use of endorsements—particularly from social media influencers—may become more refined. However, authenticity and genuine connection with voters remain crucial. Understanding the economic theories behind endorsements can help campaigns navigate this complex landscape, but they must always align their strategies with the electorate’s values and concerns.