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Abstract


THE IMPACT OF FAMOUS USE OF NARRATIVE ADS ON CREDIBILITY

The purpose of this study is to measure the impact of narrative ads and celebrity use on the credibility of the ad. The study measured the effect of narrative ads compared to ads offering direct brand promise. At the same time relationship with famous use of these two types of ads it has been also measured. There are not many studies on narrative advertising and credibility in the literature. From this point of view, this study aims to fill this void and to give a different perspective to the brand management. Online survey technique is used in this study. The questionnaire was administered to male subjects aged 18-25 years. Fifty participants received their answers. Findings in the study revealed that famous narrative ads are more influenced by brand reputation than direct brand valley advertisements.



Keywords
Narrative. Credibility, Celebrity Using, Hardsell



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