mehdi soltanifar; Ali Granmayepour; shahnaz hashemi
Abstract
In times of crisis, take advantage of the influence of celebrities and social networks to educate people on how to deal with it and how to participate properly. Social networks were active during of the spread or prevalence of COVID 19. Under such circumstances, it is so sensitive to educate people and ...
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In times of crisis, take advantage of the influence of celebrities and social networks to educate people on how to deal with it and how to participate properly. Social networks were active during of the spread or prevalence of COVID 19. Under such circumstances, it is so sensitive to educate people and engage them purposefully that everything becomes determinant or may be risky. It was used in the present study media functionalism theory and attractiveness model as source credit. The sample of the present study is 386 Instagram users who follow the pages of celebrities and to measure variables, was used a researcher-made questionnaire and a regression test to test the hypotheses. Results: According to the respondents, celebrities are attractive and update their pages by presenting new content. They have the greatest impact on the variable of learning on the component of changing people's attitudes by 63% and they have the least impact on changing people's behavior by 16 percent. In the Coronavirus Crisis, celebrities have the greatest impact on the variable of people's participation in the voluntary participation of people to comply with health protocols to combat the prevalence of COVID 19 disease, at a rate of 39% and they have the least impact on process activity in decision making by 25%. Therefore, celebrities play an effective role as a symbolic asset in crisis management by involving the voluntary participation of the people in the developed programs and education with the greatest factor in changing attitudes.
