Abstract/Description
The advent of social media has brought about a substantial change in the way of businesses’ advertisement style. Traditionally, companies used to depend on celebrities to advertise their products and services for maximizing their customer reach. However, the rise of social media, such as Facebook, Twitter, Instagram etc., has changed advertising trends. This is due to the fact that social media influencers have become a prevailing instrument for businesses to market their products to a wider range of people. People often see them as more relatable and trustworthy now. So, this has ultimately increased the collaboration of businesses with the social media influencers more than celebrities. Hence, it has led to a significant shift in advertising trends, with businesses increasingly turning towards social media influencers to reach their target audience. A few studies have been examined how famous personalities like influencers and celebrities can change the behavior of followers.
This study examines the effectiveness of advertisements by inquiring how organizations use social media influencers and celebrities’ trustworthiness, attractiveness and expertise to influence consumers’ attitude. Hence, this study is conducted to see the change in advertisement style from celebrities to social media influencers in Pakistani context. The population of the study comprises of university students doing jobs too and industry professionals. A survey experiment was conducted by using a convenience sampling method. Data was analyzed through SPSS and AMOS, while AMOS is considered as a robust software for SEM. The results demonstrate that both celebrities and social media influencers altogether affect promotions. Advertisements with celebrities and ‘popular’ social media influencers significantly and positively affect attitude towards advertisements. Advertisements affect source credibility with attractiveness, expertise, and trustworthiness of celebrities and social media influencers affect attitude towards advertisements. Source credibility with attractiveness, expertise, and trustworthiness mediate the relationship between advertisements and attitude towards advertisements. This study’s implications will bring a change in the advertising landscape, because marketers can rely not only on celebrities for conventional advertising but ‘popular’ social media influencers for advertising, branding, and promotional strategies.
Keywords
Social Media, Social Media Influencer, Celebrities, Source Credibility, Attractiveness, Expertise, Trustworthiness
Track
Marketing
Session Number/Theme
Marketing - Session III
Session Chair
Dr. Rana Salman Anwar
Start Date/Time
14-6-2025 9:00 AM
End Date/Time
14-6-2025 10:40 AM
Location
MCC -10 Ground Floor, AMAN CED Building
Recommended Citation
Shoaib, S., & Qureshi, J. (2025). Investigating the Effectiveness of Advertisement Using Social Media Influencers versus Celebrities. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/95
Investigating the Effectiveness of Advertisement Using Social Media Influencers versus Celebrities
MCC -10 Ground Floor, AMAN CED Building
The advent of social media has brought about a substantial change in the way of businesses’ advertisement style. Traditionally, companies used to depend on celebrities to advertise their products and services for maximizing their customer reach. However, the rise of social media, such as Facebook, Twitter, Instagram etc., has changed advertising trends. This is due to the fact that social media influencers have become a prevailing instrument for businesses to market their products to a wider range of people. People often see them as more relatable and trustworthy now. So, this has ultimately increased the collaboration of businesses with the social media influencers more than celebrities. Hence, it has led to a significant shift in advertising trends, with businesses increasingly turning towards social media influencers to reach their target audience. A few studies have been examined how famous personalities like influencers and celebrities can change the behavior of followers.
This study examines the effectiveness of advertisements by inquiring how organizations use social media influencers and celebrities’ trustworthiness, attractiveness and expertise to influence consumers’ attitude. Hence, this study is conducted to see the change in advertisement style from celebrities to social media influencers in Pakistani context. The population of the study comprises of university students doing jobs too and industry professionals. A survey experiment was conducted by using a convenience sampling method. Data was analyzed through SPSS and AMOS, while AMOS is considered as a robust software for SEM. The results demonstrate that both celebrities and social media influencers altogether affect promotions. Advertisements with celebrities and ‘popular’ social media influencers significantly and positively affect attitude towards advertisements. Advertisements affect source credibility with attractiveness, expertise, and trustworthiness of celebrities and social media influencers affect attitude towards advertisements. Source credibility with attractiveness, expertise, and trustworthiness mediate the relationship between advertisements and attitude towards advertisements. This study’s implications will bring a change in the advertising landscape, because marketers can rely not only on celebrities for conventional advertising but ‘popular’ social media influencers for advertising, branding, and promotional strategies.
