Purchasing behavior of Yemeni consumers for products advertised by celebrities through social media
This study aimed to identify the purchasing behavior of the Yemeni consumer for products advertised by celebrities through social media. The study used the descriptive approach, through a survey approach (audience survey) on a sample of (406) individual Yemeni consumers, using a non-random (intentional) sampling method, according to the criterion of exposure to those advertisements.
The results showed that (Facebook - Facebook) is the most important means of social communication through which the Yemeni consumer follows advertisements for celebrities, and that the degree of interest of the Yemeni consumer in advertisements for celebrities via social media was (medium), and the overall average of the motives for the Yemeni consumer following advertisements for celebrities via social media was (degree), the degree of the Yemeni consumer’s interaction with celebrities’ advertisements via social media was (neutral), and the overall purchasing behavior of the Yemeni consumer for products advertised by celebrities via social media was (low).
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