Differentiation of advertisements with the presence of celebrities 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-KDDHF
Publication : 3rd.International Congress on Management, Economy, Humanities and Business Development(3icmba.ir)
Abstract :
    The modern world of marketing communications is awash in colorful advertising and it can be difficult to understand. It is a task for the designer of an advertising campaign to distinguish himself from others and attract the attention of the audience. Today, the use of famous people to introduce the brand has a great effect and has become common in many countries of the world, and social commerce by removing geographical boundaries. It has provided a wide commercial platform for the profitability of business owners.Advertising companies and designers must be careful in choosing these people to produce advertisements. Therefore, the aim of the current research is to evaluate the differentiation of advertisements centered on celebrities in social commerce. The research method in this descriptive-analytical research, using library studies and research background, tries to highlight the presence of celebrities in order to distinguish advertisements from competitors. The findings of the research show that the use of celebrities leads to the differentiation of advertisements compared to competitors and consequently draws the attention of consumers to the advertised product/service and creates a preference in the audience.

Keywords : differentiation of advertising advertising celebrity social business