Abdel-gawad, N., Abdlrazek, T., Abo-donia, S. (2023). The Role of the Celebrity Endorsement Strategy in Influencing the Recipient's Purchasing Behavior During the Covid-19 Pandemic. Journal of Design Sciences and Applied Arts, 4(1), 207-214. doi: 10.21608/jdsaa.2022.140223.1189
Norhan Hesham Abdel-gawad; Tamer Abdlatef Abdlrazek; Samar Hany Abo-donia. "The Role of the Celebrity Endorsement Strategy in Influencing the Recipient's Purchasing Behavior During the Covid-19 Pandemic". Journal of Design Sciences and Applied Arts, 4, 1, 2023, 207-214. doi: 10.21608/jdsaa.2022.140223.1189
Abdel-gawad, N., Abdlrazek, T., Abo-donia, S. (2023). 'The Role of the Celebrity Endorsement Strategy in Influencing the Recipient's Purchasing Behavior During the Covid-19 Pandemic', Journal of Design Sciences and Applied Arts, 4(1), pp. 207-214. doi: 10.21608/jdsaa.2022.140223.1189
Abdel-gawad, N., Abdlrazek, T., Abo-donia, S. The Role of the Celebrity Endorsement Strategy in Influencing the Recipient's Purchasing Behavior During the Covid-19 Pandemic. Journal of Design Sciences and Applied Arts, 2023; 4(1): 207-214. doi: 10.21608/jdsaa.2022.140223.1189
The Role of the Celebrity Endorsement Strategy in Influencing the Recipient's Purchasing Behavior During the Covid-19 Pandemic
1The Higher Institute of Applied Arts - 6th of October city - Egypt
2Applied Arts Faculty, Helwan University, Egypt.
Abstract
The Covid-19 pandemic brought about many changes in the world, as it greatly affected the behavior of society, especially in thinking, shopping, and many daily habits, so the recipients looked at the shopping operations through a new vision, which they found carrying less expenses and effort than the traditional shopping operations. Since the announcement of the first infection with the Covid-19 virus in Egypt on March 20, 2020, and the Egyptian government issuing instructions to stay at home in an attempt to limit the spread of the epidemic, many Egyptians have become self-isolated, which has led them to turn to digital technology for work, education, communication, and shopping for their needs. And due to the sudden increase in the number of people staying at home and the change in lifestyle, the percentage of Internet use has increased than ever before, which led to the producers’ demand for digital advertising to take advantage of the time period for the target audience to be at home in light of the Covid-19 pandemic, so it was The way out of this crisis is digital transformation and digital advertising with reduced marketing budgets and an increased opportunity to obtain new consumers. Digital advertising has flourished compared to outdoor advertising since the beginning of the pandemic due to the change in the purchasing plans of the recipients. Digital advertising is considered the basis for advertising strategies that provide information through digital media based on modern technology, which gives recipients control over advertising by being able to deal with what they see on the screen. The screen because of its ability to measure, accuracy, customization, and ease of targeting, and thus digital advertising has become one of the most powerful tools available to advertisers in light of the Covid-19 pandemic.
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