The effect of celebrities 'ads on followers' attachment on Instagram with emphasis on media importance

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Shirmohammadi Yazdan; Borhani Mahboubeh

Educational Videos and Scientific Workshops

Scientific Information Database

ISSN: 2588-4824

Journal Paper

Paper Information

Journal: Year:1401 | Volume:10 | Issue:41 Page(s): 173-198

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Information Journal Paper

Title

The effect of celebrities 'ads on followers' attachment on Instagram with emphasis on media importance

Author(s)

Shirmohammadi Yazdan | Borhani Mahboubeh | Issue Writer Certificate

Keywords

advertisingQ4

Human BrandsQ4

MediaQ4

InstagramQ4

Abstract

Effective marketing, which is a method of marketing in the context of social networks that includes offering and introducing products and services by influential people, has become an integral part of retailers' digital marketing strategies because this new marketing method is effective in converting higher profits. Is. Especially with Corona in 2020, the way of living and buying and selling products underwent major changes, which increasingly considered the issue of marketing with influential people as a necessity in online stores. The main purpose of this study is to investigate the effect of inspiration, aesthetics, hedonism, awareness of advertising through influential people in the social network Instagram as Human Brands on meeting the needs, attachment and transfer of attachment of followers (Case study: health and beauty products). . The present study is in the category of descriptive survey research. The statistical population of the study is all people over the age of 18 who use Instagram. The sampling method in this study was simple random and the number was 384 people. The assessment tool in this study was a researcher-made questionnaire. Statistical analyzes were performed using structural equation methods and SPSS and Amos software. To determine the causal relationship between the variables, the structural equation model method and significance levels, and to test the hypotheses p_value less than 0.05 is considered. Research findings show that the inspiration of influencer marketing (marketing with influential people) has a positive and significant effect on the ideal of followers in social networks.

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