Journal of Interdisciplinary Studies in Communication and Media

Journal of Interdisciplinary Studies in Communication and Media

Presenting a Model for the Success of Celebrity-Oriented Advertising in Social Commerce

Document Type : Research Paper

Authors
mahta azizi 1
gasem zarei 2
mohammad bashokoh 3
1 M.A. Student in Marketing, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 Associate Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran. (corresponding Author)
3 Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
10.22034/jiscm.2024.423025.1585
Abstract
Concerning the increasing development of business, advertising -as one of its most basic tools- has become very important, so that in the current age and with the prevalence of social networks, it is difficult to imagine the business world without modern advertising. Using the popularity of celebrities in the celebrity-oriented advertising process is one of the strategies to reduce the risk of advertising success. Therefore, the present research aims to present a model for the success of celebrity-oriented advertisements in social commerce. The research method is inductive with a qualitative approach based on grounded theory, and the statistical population of the research includes university professors and experienced employees in social media affairs. The snowball sampling method and the number of 13 people have progressed to the theoretical saturation and the evolution limit. The results of the research show that the causal conditions for celebrity-oriented advertising are: celebrity characteristics, appropriate content and institutionalization of social responsibility, and intervening conditions: technological factors, perceived similarity between the source and receiver of the message, and audience awareness-rising; the prevailing background: negative attitude towards some celebrities, social business capabilities, limitations of social networks and the cost of celebrity-oriented advertising; strategies: communication management, positioning and strategic advertising management; and finally, the consequences include: strengthening social capital, branding, the ability to influence the target audience and customer loyalty.
Keywords
Advertising
Celebrity
Social Business
Grounded Theory
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