Volume 12, Issue 50 (3-2019)                   etiadpajohi 2019, 12(50): 155-174 | Back to browse issues page

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Danaei A, Tayebi Rad R, Khatami R, Ranjbar R. Investigating the Effect of Celebrities’ Attractiveness on the Effectiveness of Addiction Prevention Advertisements. etiadpajohi 2019; 12 (50) :155-174
URL: http://etiadpajohi.ir/article-1-1738-en.html
Investigating the Effect of Celebrities’ Attractiveness on the Effectiveness of Addiction Prevention Advertisements
A Danaei *, R Tayebi Rad, R Khatami, R Ranjbar
Islamic Azad University Semnan Branch
Abstract:   (3191 Views)
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.
Keywords: Celebrities, Advertisement Effectiveness, Addiction, Preventive Advertisements.
Full-Text [PDF 446 kb]   (1008 Downloads)    
Type of Study: Research | Subject: Special
Received: 2018/05/20 | Accepted: 2019/05/6 | Published: 2019/05/11
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