Using Celebrities in Social Marketing Campaigns and Their Effect on the Behavior of the Target Audience "By Applying on the National Cancer Foundation-Yemen"

Abstract

The main objective of this study was to investigate the extent of the impact of using celebrities in social media marketing campaigns on the behavior of the target audience. It was conducted on the target audience of the social media marketing campaigns of the National Cancer Control Foundation, who are followers on Instagram, YouTube, Twitter, and Facebook in the foundation branch in Taiz, Yemen. The study employed a descriptive-analytical approach, and a questionnaire was used as a data collection tool from a sample of 282 individuals from the research community. And many appropriate statistical methods have been used including arithmetic averages, standard deviation, variance analysis and other statistical methods across a program (SPSS v.27).and other programs, The Study Reached Several Results, Notably: - There is a statistically significant effect (at a significance level of 0.05) of using celebrities in social media marketing campaigns, specifically in the sub-dimensions of credibility, expertise, trust, and attractiveness, on the behavior of the target audience, as applied to the campaigns of the National Cancer Control Foundation. The Study Made A Series of Recommendations, Notably: - Capitalizing on the attractiveness and credibility that celebrities possess and utilizing them in social media marketing campaigns to achieve the desired objectives of the organization.