Evaluating the Effectiveness of Social Media Advertising by Influencers and Celebrities: Analysis of consumer response and impact on purchasing decisions

Abstract

Despite the growing influence of advertisements using influencers and celebrities on social media, there is a lack of research comparing their advertising effectiveness. This study aims to analyze the relationship between consumers' attitudes and behaviors toward celebrities and influencers using the AIDA model, focusing on differences in advertising effectiveness. An online survey was conducted with respondents who had encountered influencer or celebrity advertisements on social media. A total of 151 valid responses were collected from participants ranging from teenagers to individuals in their 50s. The study employed statistical analysis to examine how different types of endorsements impact consumer attitudes and behavioral intentions. The findings revealed that attitudes toward advertisements, whether created by influencers or celebrities, positively influenced behavioral intention. However, influencer advertisements had a stronger effect on behavioral intention than celebrity advertisements. This suggests that influencer marketing may be more effective in driving consumer engagement and purchase decisions compared to traditional celebrity endorsements. Future research should further explore the Interest and Desire stages of the AIDA model, as these aspects were not fully covered in this study. Additionally, investigating different product categories and platform-specific effects could provide deeper insights into digital marketing strategies.