Investigating the Effect of Celebrities’ Attractiveness on the Effectiveness of Addiction Prevention Advertisements

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DANAEI A.; Tayebi Rad R.; KHATAMI R.; RANJBAR R.

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Journal Paper

Paper Information

Journal: RESEARCH ON ADDICTION Year:2019 | Volume:12 | Issue:50 Page(s): 155-173

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Information Journal Paper

Title

Investigating the Effect of Celebrities’ Attractiveness on the Effectiveness of Addiction Prevention Advertisements

Author(s)

DANAEI A. | Tayebi Rad R. | KHATAMI R. | RANJBAR R. | Issue Writer Certificate

Keywords

Celebrities

Advertisement Effectiveness

Addiction

Preventive Advertisements

Abstract

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.

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APA: Copy

DANAEI, A., Tayebi Rad, R., KHATAMI, R., & RANJBAR, R.. (2019). Investigating the Effect of Celebrities’ Attractiveness on the Effectiveness of Addiction Prevention Advertisements. RESEARCH ON ADDICTION, 12(50 ), 155-173. SID. https://sid.ir/paper/743100/en

Vancouver: Copy

DANAEI A., Tayebi Rad R., KHATAMI R., RANJBAR R.. Investigating the Effect of Celebrities’ Attractiveness on the Effectiveness of Addiction Prevention Advertisements. RESEARCH ON ADDICTION[Internet]. 2019;12(50 ):155-173. Available from: https://sid.ir/paper/743100/en

IEEE: Copy

A. DANAEI, R. Tayebi Rad, R. KHATAMI, and R. RANJBAR, “Investigating the Effect of Celebrities’ Attractiveness on the Effectiveness of Addiction Prevention Advertisements,” RESEARCH ON ADDICTION, vol. 12, no. 50 , pp. 155–173, 2019, [Online]. Available: https://sid.ir/paper/743100/en

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