The success of celebrity-based advertising in social commerce

mahta azizi¹ qasem zarei² mohammad bashokoh³

1) Master s student in business administration, majoring in marketing, Mohagheg Ardabili University, Ardabil, Iran
2) Associate Professor, Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran
3) Associate Professor, Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran

IOI Code : XHFB-KDDHE
Publication : 3rd.International Congress on Management, Economy, Humanities and Business Development(3icmba.ir)
Abstract :
    Due to the increasing development of business, advertising has become very important as one of its most basic tools, so that in the current era and with the spread of social networks and social business, it is difficult to imagine the business world without modern advertising. The fame of celebrities in the celebrity-oriented advertising process is one of the strategies to reduce the risk of advertising success.Therefore, the aim of the current research is to evaluate the success of advertisements centered on celebrities in social commerce; The current research method is descriptive-analytical and the method of collecting information from library studies and research background investigation; Therefore, the findings indicate that one of the important and practical strategies for the success of advertisements and their permanence in the minds of consumers is the use of famous endorsers and celebrities suitable for the product and brand of the company in question.Choosing the right celebrity can encourage consumers to buy the product/service and the intention to buy it with things such as accepting the advertisement, creating a positive attitude in the minds of the audience, improving and creating a positive image of the advertised brand, as well as gaining trust and increasing the believability of the advertisement. increase that eventually this factor will increase the profitability of companies.

Keywords : advertising success advertising celebrity social business