The Effect of Using Celebrities in Advertising on Women's Purchasing Behavior A field Study in The Cosmetics Market in Lattakia City

Abstract

This research aimed to study the effect of using celebrities in advertising on the purchasing behavior of women in the cosmetics market in Lattakia city. The descriptive analytical method was used in the research by using the questionnaire as a tool for collecting data from an accessible sample of women who were met in specialized stores and pharmacies. Hypotheses were tested according to the AIDA model used to measure advertising effectiveness, and using the SPSS statistical program; where several results were reached, the most important of which was that advertisements using celebrities had an impact on the purchasing behavior of women towards cosmetics, the main one being that advertising using celebrities had an impact on women's purchasing behavior towards cosmetics because of achieve the required effectiveness in the four stages: attracting attention, triggering interest, creating desire, and leading toward action for actual buying; according to the AIDA model, advertising is effective if it achieves impact in the four stages. The researcher recommended a number of recommendations, including: Local companies marketing cosmetics should promote the use of celebrities in their advertising; it should do market research prior to the celebrity selection process.