The Business of Celebrity Twitter Endorsements

NEW YORK (AP) – Rapper Snoop Dogg gave props on Twitter to an ad for the Toyota Sienna minivan. Actress Tori Spelling linked to a website for rental cars. And reality TV star Khloe Kardashiansoliloquized about the brand of jeans that accentuates the famous Kardashian derriere.

“Want to know how Old Navy makes your butt look scary good? Ask a Kardashian,” the reality TV star wrote, or tweeted, on the social media website. Of course, she capped off the reflection with a smiley face.
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These celebs aren’t just writing about family cars and fashion choices for the heck of it. Stars can get paid big bucks – sometimes $10,000 or more per post – to pontificate about clothes, cars and movies in the 140 characters or less allowed per tweet.

Twitter, which in its five-year existence has reshaped how people shop, vote and start revolutions, is now changing the business of celebrity endorsements. Just as Match.com and eHarmony pair up singles for dates, a growing number of startup firms are hooking up companies with stars who get paid to praise products to their thousands – sometimes millions – of Twitter followers.

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