Saudi society's attitudes towards celebrity advertisements on social networks and their impact on purchasing behavior

In this study, the researcher sought to identify the trends of Saudi society towards celebrity advertisements in social networks and their impact on purchasing behavior, using the survey method for the residents of Riyadh, where 452 questionnaires were distributed to them in a cluster random sampling method.
The social media that the study subjects follow the most is Snapchat, then Twitter, and the least follow-up is Facebook.
that the fields of celebrity favorites of the study sample are content owner, then tourist, traveler, and then businessman.
that the relationship between the content of the famous and the commodity that is announced, the results showed that the relationship between them was weak.
that the motives that motivate the study sample to follow celebrities in social networks were in order: presenting useful and new content, enjoying an attractive style, and attracting me to his personality.
that the level of confidence in the credibility of celebrity advertisements among the study sample was low.
that the degree of acquisition by the study sample of the goods advertised by celebrities was a medium degree.
In the field of statistically significant differences in the attitudes of the study members towards social media celebrities, as well as their purchasing behavior, according to the variables of age, gender, income, and educational level, the results showed that there were no statistically significant differences in the purchasing behavior of the study sample members according to the age variable, and the presence of There are statistically significant differences in the study members' attitudes towards social media celebrities according to the age variable, and there are no differences in the study members' attitudes toward social media celebrities according to the gender variable.
It also shows that there are differences in the purchasing behavior of the study sample members according to the gender variable, in favor of females, and there are differences in the study members’ attitudes towards social media celebrities, as well as their purchasing behavior according to the income variable, in favor of the study members with high incomes, and there are no statistically significant differences Towards social media celebrities, as well as their purchasing behavior according to the educational level variable.