The Role of Celebrity Endorsements in Breaking Advertising Clutter and reducing Advertising Avoidance on Social Media Networks

Abstract

In the light of the business environment dominated by marketing noise and advertisements that surround us from every angle, relying on the popularity of social networks has become insufficient to pass advertising messages into the minds of the customers. We live today amid a sea of advertising clutter that undermined the efforts of marketers in conveying their voices to target customers. Besides, technology has given customers greater opportunities to choose the appropriate way to deal with advertising messages, whether by ignoring or blocking them. Therefore, the study sought to reveal the extent of the existence of advertising clutter on social media networks and its relationship to advertising avoidance, and then determine the role that celebrity endorsement can contribute to breaking this clutter and reducing advertising avoidance. The study adopted the quantitative approach in measuring its variables by surveying a large sample of Iraqi social network users, which numbered (837) respondents. The study concluded that advertising clutter on social networks has reached unjustified and unwelcome levels. Moreover, the results confirmed that the celebrity endorsement strategy has a prominent role in penetrating clutter and reducing advertising avoidance.

Business model with the application of social networks in rural Msmes of the Chone Canton, the year 2022

“…The authors López et al (2008), state that every day millions of interactions take place in the world through social networks, such as Facebook, Twitter, LinkedIn, and YouTube, among others. Thus, we are in the presence of a peculiar phenomenon that especially affects the relationship between companies and consumers (Mosa, 2022). And the reality is that the use of social networks in the country continues to grow constantly, which becomes a dependency on the acquisition of new consumer experiences, everything starts from online communication compared to traditional channels (newspapers, television, telephone or email); All this causes companies to change the way they think and start generating positioning strategies for their products, services and brand; to reach the minds of consumers, achieving an advantage over their competitors.…”