Investigating the effect of celebrities on trustworthiness, brand attitude and jealousy with the mediating role of social presence (Case study: Novin Charm, Tehran)
Master of Business Administration, Payame Noor University, Tehran, Iran
Abstract
The main motivation of this study is to investigate the effect of celebrities on trustworthiness, brand attitude and jealousy with the mediating role of social presence in modern Tehran leather. The purpose of this study is to expand our understanding of social factors affecting brand priority. This research is applied in terms of purpose and descriptive-survey in terms of nature. The research data was collected through the five Likert questions in the research questionnaire. In the present study, in order to analyze the data obtained from the questionnaire, SPSS.V24 statistical software and structural equation software pls.V3 in the form of two parts of descriptive and inferential statistics in the form of linear and multiple regression have been used. The statistical population of this research consists of all customers of the new leather brand, whose number is unlimited. The sampling method used in this study is simple random. Based on the Cochran's 95% confidence level, 384 people have been selected as the statistical sample. The results showed that celebrities have a significant effect on social presence in modern Tehran leather (0.648) Social presence has a significant effect on reliability in modern Tehran leather (0.683). Social presence has a significant effect on brand attitude in modern Tehran leather. (0.748) Social presence has a significant effect on jealousy in modern Tehran leather (0.372). (0.443) Social presence in the influence of celebrities on brand attitude has a mediating role in Novin Leather Tehran (0.485) Social presence in relation to celebrities mediating jealousy in Novin Leather Tehran. (241/0)
FarzaniFar, N. (2022). Investigating the effect of celebrities on trustworthiness, brand attitude and jealousy with the mediating role of social presence (Case study: Novin Charm, Tehran). Journal of Intelligent Marketing Management, 2(6), 50-70.
MLA
Nafiseh FarzaniFar. "Investigating the effect of celebrities on trustworthiness, brand attitude and jealousy with the mediating role of social presence (Case study: Novin Charm, Tehran)". Journal of Intelligent Marketing Management, 2, 6, 2022, 50-70.
HARVARD
FarzaniFar, N. (2022). 'Investigating the effect of celebrities on trustworthiness, brand attitude and jealousy with the mediating role of social presence (Case study: Novin Charm, Tehran)', Journal of Intelligent Marketing Management, 2(6), pp. 50-70.
VANCOUVER
FarzaniFar, N. Investigating the effect of celebrities on trustworthiness, brand attitude and jealousy with the mediating role of social presence (Case study: Novin Charm, Tehran). Journal of Intelligent Marketing Management, 2022; 2(6): 50-70.
)