Cultural Influence of Celebrities on Adolescents: The Role of Electronic Advertising and Reference Groups

Vahedi, Hassan; Safaei, Ehsan

doi:10.22034/oajre.2025.517095.1108

Cultural Influence of Celebrities on Adolescents: The Role of Electronic Advertising and Reference Groups

Document Type : Original Article

Authors

Hassan Vahedi ¹

Ehsan Safaei ²

¹ Assistant Professor, Department of Business Management, Shahroud Branch, Islamic Azad University, Shahroud, Iran.

² PhD Student, Department of Business Management, Shahroud Branch, Islamic Azad University, Shahroud, Iran.

10.22034/oajre.2025.517095.1108

Abstract

Culture is a fundamental aspect of any society. Many successes and failures of individuals and even nations are rooted in the prevailing culture. The purpose of this study is to investigate factors that may influence adolescents' cultural behavior. Celebrities, reference groups, and electronic advertising have been examined in this research. The study is applied in terms of purpose and descriptive-survey in terms of methodology. The statistical population consisted of adolescents in the city of Mashhad, with 408 samples selected through non-probability convenience sampling. Data were collected using a standard questionnaire, with content validity confirmed by experts and construct validity established through confirmatory factor analysis. The reliability of the questionnaire was verified using Cronbach’s alpha. Structural equation modeling in AMOS software was employed to test the hypotheses. The findings indicate that celebrities, electronic word-of-mouth advertising, and reference groups have a significant impact on adolescents' cultural behavior. The results of this study can serve as a guide for decision-makers and managers in the country.

Keywords

Celebrities

Electronic Word-of-Mouth Advertising

Reference Groups

Cultural Behavior