THE USE OF CELEBRITY IN TELEVISION ADVERTISING IMPACT ON BRAND TRUST
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https://doi.org/10.5281/zenodo.18133094%20%20%20%20%20%20Abstract
Advertisements, known as promotional activities carried out to introduce a product or service and to adopt it by the target audience, aim to change the attitudes and behaviors of individuals. Advertisements, which have a significant impact on attitudes and behaviors, are a process that involves many variables and requires extensive research. In this study, the effect of celebrity usage in television advertisements on brand trust was tested and examined.It has been determined that the use of celebrities in advertisements varies according to the brand trust of the audience, the fit between the brand and the celebrity, perceived celebrity expertise, attractiveness, and credibility. The research employed an experimental method. In the experiment, the use of celebrities in advertisements was manipulated by showing a commercial film. After the commercial film featuring the celebrity, distinguishing questions were added to the survey form to ensure that the celebrity was recognized. Analysis was carried out with the survey results and preliminary tests.The data obtained from the survey conducted with 200 people was analyzed with SPSS 25 program. Two-way between-groups ANOVA was used in this study. After the analysis, it was revealed that the use of celebrities in television advertisements has an effect on brand trust
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