تأثير إعلانات المشاهير على اتجاهات الأفراد نحو اتخاذ السلوك الشرائي: دراسة مسحية لجمهور مدينة بغداد

عقيل تحسين فتح الله; علي مهند حميد

doi:10.33282/abaa.v18i73.1332

Authors

Aqeel Tahseen Fathallah Department of Public Relations, College of Mass Communication, University of Baghdad, Baghdad, Iraq. https://orcid.org/0009-0008-6772-064X
Ali Muhanad Hamid Department of Public Relations, College of Mass Communication, University of Baghdad, Baghdad, Iraq. https://orcid.org/0009-0004-7329-4828

DOI:

https://doi.org/10.33282/abaa.v18i73.1332

Keywords:

Trends, advertisements, purchasing behavior, celebrities

Abstract

Objectives: This research aims to determine the impact of celebrity advertisements on individuals’ attitudes and behavior toward purchasing decisions, to assess the level of credibility these advertisements hold among the public, to clarify the extent to which they contribute to the desire to purchase and try products, and to identify the potential impact on individuals’ consumer behavior.
Methodology: The research employed a survey methodology to achieve its objectives. The population of Baghdad was selected as the study sample, and the research period spanned from 15/1/2026, to 20/2/2026. A questionnaire was used to measure the public’s attitudes toward celebrity advertisements and the extent of their influence on purchasing decisions and changes in consumer behavior.
Results: The results showed that the public is aware of the lack of objectivity in celebrity advertisements, yet they still show interest in following them, sometimes out of curiosity. Additionally, some individuals seek to follow and purchase the products used by celebrities out of a desire to imitate them. The results also indicated that celebrity advertisements contribute to generating a desire among the public to purchase and try products and motivate them to complete the purchase. Furthermore, the study showed that, for some members of the public, purchasing products advertised by celebrities may be linked to a desire to enhance their social status.
Conclusion: The research concluded that celebrity advertisements play a significant role in shaping the public’s attitudes toward products, going beyond their informational function to influence purchasing desire and purchase intent by capitalizing on the fame and social acceptance enjoyed by celebrities, thereby making them one of the factors influencing individuals’ consumer behavior.

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