Search Results for Marwa Al-Samarrai

Abstract

Social media platforms are distinguished by their ease of access to different categories of audiences and the high interactivity they provide, making them an effective means for companies and product owners to enhance their brands and communicate with the public directly and effectively. Since using celebrities on these platforms is considered one of the principles of influencer marketing, the advertisements they make have high credibility with consumers, which makes them an effective way of marketing for companies.

The study aimed to identify the rates of Iraqi consumers’ use of celebrities’ pages on social media platforms, and the most important conditions for the credibility of advertising on celebrities’ pages from the consumer’s perspective. This study belongs to quantitative descriptive studies that aim to know the effect of the credibility of celebrities’ advertisements on social media platforms on purchasing intentions among consumers. The researcher relied on the electronic questionnaire (Web questionnaire) as a tool for collecting data, while the researcher chose a deliberate sample of about (400) Iraqi consumers from rural and urban areas who follow the pages of celebrities on social media platforms.

The study found the following:

The motives for using celebrity pages on social media came in first place, and this indicates the respondents’ interest in following celebrity pages.

Expressing “like” came at the top of the ways the respondents of the study sample interacted with celebrity advertisements, followed by expressing “unlike” and “comments,” as the most common interaction pattern on these sites is “like,” “dislike,” and “comment.”

“Photos with Text” came in first place in terms of posts that the respondents interacted with, followed by “recorded videos of influencers using the product,” then “Status/Text Posts only.”

The phrases that explain the dimensions of credibility (trust - attractiveness - experience) of the celebrity came in first place, and this indicates the availability of the dimensions of credibility among celebrities (experience, trust, and attractiveness) from the point of view of the respondents.

Abstract

This research aims to explore the modern marketing of drugs through smartphone applications, focusing on the mechanisms of reaching and influencing consumers. With the rapid technological advancement and the widespread use of smartphones, these devices have become a powerful tool exploited for illegal purposes, such as drug promotion. The research examines how drug dealers utilize modern technologies, including encryption and targeted advertising, to reach a wide audience while maintaining the confidentiality of their operations. The study reviews the digital methods employed in this field and analyzes their impact on consumer behavior from psychological and social perspectives. Additionally, the research addresses the role of applications and digital platforms in facilitating this type of illegal marketing and how personal data and artificial intelligence algorithms are exploited to attract customers. Through data analysis and a review of previous literature, the research provides a comprehensive view of the ways drug dealers adapt to the rapidly changing digital environment and how they target specific consumer groups. Ultimately, the research aims to offer practical recommendations that help develop effective strategies to reduce the impact of this type of marketing on society, emphasizing the need to strengthen digital oversight and raise public awareness of the risks of exploiting technology for illegal activities.