Investigating the effect of stars' attitudes on the credibility of advertisements (case study: Instagram)

This research, which was conducted with the purpose of "investigating the effect of trust in celebrities on the attitude towards the brand with regard to the mediating role of brand credibility and advertisement credibility among Instagram users"; In terms of the method, it is a descriptive-survey of the correlation type with an applied nature and cross-sectional in terms of time.

This research is a descriptive-survey of correlation type (due to examining the effect of several variables on each other) with an applied nature (due to its use among Instagram users) and cross-sectional in terms of time (due to its completion in a specific time frame) ) is. In this research, a survey method was used to collect information, so it can be classified as a field research.

The findings indicate that celebrities and famous people in the world receive huge sums of money from different companies and brands in the world for publishing each advertising post on their Instagram page.

the research showed that among clothing buyers, trust in celebrities in social media advertising had an effect on the credibility of advertisements, brand credibility, and business credibility on Instagram; Brand credibility influenced brand attitude in social media on Instagram. But the validity of advertisements did not affect the attitude towards the brand; Also, the test of mediation hypotheses with Baron and Kenny's method showed that brand credibility plays a full mediating role in the relationship between trust in celebrities in social media advertisements and brand attitude.