Investigating the Effect of Celebrities’ Attractiveness on the Effectiveness of Addiction Prevention Advertisements
Year: 2019
Type: article
Study design: Observational Study
Abstract: Purpose: The purpose of this research is to investigate the effect of celebrities’ attractiveness on the effectiveness of advertisements, considering the factors influencing the attractiveness of the celebrities. Method: this research is practical research and in case of its method it is a descriptive survey. Research’s data are collected using random sampling. In this research researchers’ questionnaire consisting of 17 questions is used and it’s contextually and structurally valid with a high Chronbach cooefficient of 0.91. In order to analyze data and testing the hypotheses of the research, structural equation modeling in LISREL is employed. Finding: Findings of research indicate that each of these variables, honesty and trustworthiness, familiarity, popularity, and credibility have a positive meaningful effect on celebrities’ attractiveness. In addition, there is a positive meaningful relationship between celebrities’ attractiveness and the effectiveness of addiction prevention advertisements.Results: Using the celebrities in prevalentative advertising of addiction is effective.
Authors: Abolfazl Danaei, R Tayebi Rad, R Khatami, R Ranjbar
Institution: Islamic Azad University Semnan
Language: English
Topic: Media Influence and Health
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2993054450