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Some of the celebrities that end up endorsing Samsung devices don’t necessarily do it because they’re paid, but because the South Korean company has set up a neat operation that produces genuine Samsung mobile device fans among this particular target group. They then actually end up promoting those devices whether they have to or not, a Fast Company report reveals. Through a White Glove program intermediary, celebrities apparently host parties that are also attended by Samsung personnel who give out free, personalized Android devices to the other guests. In time, those celebrities who end up liking the product, are asked to host similar promotional parties of their own, during which Samsung will give free handsets to new guests, also celebrities themselves.