Modeling the effects of celebrity advertising attractiveness on the effectiveness of brand advertising: Study social media Instagram pages

Social networks, along with the growth and dynamism of cyberspace, have provided new opportunities and challenges for audience communication and have provided a platform for interactive and reciprocal relationships. In the meantime, supporting celebrities and celebrities has become a popular method on traditional media and social networks. Therefore, the present study examines the effects of the attractiveness of celebrities in advertising on social business using a theoretical model derived from the probability of scrutiny (evaluation) and the credibility of the source. This research is of applied type, it has been done by descriptive correlation method and the statistical population includes Iranian users of Instagram social commerce pages who have been exposed to advertisements of famous people and have had the experience of buying from these pages; In this regard, information was obtained through an online questionnaire among 400 audiences of social commerce Instagram pages and SPSS and Smart PLS software were used for processing and modeling. The results showed that the variables of attractiveness and reliability of the advertiser with the variable of attitude towards the brand (brand); Also, the variables of expertise and reliability of the advertiser have a significant relationship with the variable of product attractiveness; On the other hand, between the attractiveness of the advertiser and the attractiveness of the product; Also, the expertise of the advertiser was not significantly related to the attitude towards the brand.