العلاقة بين الإعلان التلفزي بالمشاهير المؤثرين و نوايا شراء المستهلكين الجزائريين

الملخص EN

This study seeks to study the impact of celebrities on the effectiveness of television advertising by examining the characteristics of celebrities of credibility, liking and attractiveness.

Also, determine the effect of the mediating role of each of the consumer's attitude towards TV advertising supported by celebrities and their attitude towards the brand that adopts the advertisement on the intentions of buying.

The study used the questionnaire as a tool to collect information from a sample of (100) individuals.

The study reached a set of important results, indicating that there is a significant impact of the characteristics of celebrities studied in enhancing consumer attitudes towards TV ads and towards the brand.