پديدآورندگان :
seifabadi Iman Iman.seifabadi@gmil.com Ph.D. student, Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran. , Mahmoodzadeh Mehdi Mahmoodzadeh@iaubir.ac.ir Assistant Professor, Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran. , Basirat Behrouz Behrooz. Basirat@ iaubir.ac.ir Assistant Professor, Department of Basic Sciences, Birjand Branch, Islamic Azad University, Birjand, Iran.
كليدواژه :
Celebrity , Social Responsibility , Humor , Advertising
چكيده فارسي :
In this study, we examined the effects of humor and social responsibility on the effectiveness of advertising. The sample study is 384 targeted Master degree and Ph.D. students aged between 23 and 36 years old. After designing banner ads with humor content and social responsibility in which celebrities are used; the effectiveness of advertising was measured using attitude toward the brand (Ab) and persistence in memory by five-point Likert scale questionnaire. The findings showed that advertisements featuring celebrities with humorous scenario have more impact on persistence in memory, and advertisements featuring celebrities with social responsibility scenario have more impact on attitude toward the brand.
