The position of celebrities in advertisements and its messages in community hospitals

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-KDDHG
Publication : 3rd.International Congress on Management, Economy, Humanities and Business Development(3icmba.ir)
Abstract :
    Due to the increase in competition among different brands and efforts to surpass competitors, companies and managers are looking for ways to attract customers and influence them to buy their products. The increase in the use of virtual space and social networks has made the process of using advertising tricks and advertising tools more important than before, and among them, the people whom customers follow as examples or follow them can play a key role; On the other hand, awareness of the consequences of celebrity-oriented advertising for business owners will highlight the importance of celebrities in advertising.Therefore, the current research aims to explain the position of celebrities in advertisements and its consequences in the context of social commerce. The current research method is descriptive-analytical and the method of collecting information is library studies and research background investigation; Therefore, the findings indicate that the use of celebrities in advertising is of particular importance, as it leads to an increase in the effectiveness of the advertising message for the audience and consequently creates a demand for their products, increases sales and convinces consumers to buy their products.

Keywords : advertising celebrity advertising consequences social business