La influencia de la credibilidad de las celebridades en la publicidad

  1. María Soledad Zapata Agüera 1
  2. Laura Martínez Caro 1
  1. 1 Universidad Politécnica de Cartagena
    info

    Universidad Politécnica de Cartagena

    Cartagena, España

    ROR https://ror.org/02k5kx966

Journal:
Anuario de Jóvenes Investigadores

ISSN: 2386-3676

Year of publication: 2016

Volume: 9

Pages: 240-243

Type: Article

More publications in: Anuario de Jóvenes Investigadores

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Abstract

Prescribers use as a strategy to co mmunicate the benefits of the product is a widely used resource in advertising. More and more companies de cide to use as prescribing a celebr ity in order to achieve greater impact of their commercial a ctivities. Therefore, this research analyzes the extent the cre dibility of the celebrity measured based on three characteristics: experience, hone sty and attractive character can influence purchase intent of viewers.