Persuasive and used Allurements on Celebrities' Webpages on Facebook and its Relation to the Value System of the Teenagers: "An Applied Study"

Document Type : Original Article

Author

Mansoura University, Faculty of Arts, Department of information and communication

Abstract

The research aimed to study the Persuasive and used Allurements on Celebrities' Webpages on Facebook and their Relation to the Value System of Teenagers: The research is considered one descriptive research that used the survey method, both descriptive and analytical, and according to the results of an exploratory study conducted by the researcher, he analyzed the content of a sample of posts on the pages of the five celebrities, (Mustafa Hosni - Mohamed Salah - Turki Al-Sheikh - Mohamed Ramadan - Mohamed Mahmoud, famous for Hamo Beka) On (Facebook) during the period from (6-24-2022) to (7-4-2023), the analysis included 228 posts. The researcher also conducted an opinion questionnaire of a sample of followers of the pages of these famous teenagers, with a total of 450 individuals (150) units in Sohag Governorate, representing Upper Egypt, (150) units in Cairo Governorate, representing Greater Cairo, and (150) units in Kafr El-Sheikh Governorate, representing Lower Egypt. The analytical results concluded: The results showed an increase in the percentage of emotional appeals used on the pages of the study sample by (76.8%) of the total analytical materials, while the rational appeals used decreased by (23.2%). The results also showed that a percentage of (45.2%) of the analytical materials on the pages of celebrities - the study sample - Support negative values, and Muhammad Ramadan’s page came in first place with a percentage of (81.3), followed by Hamo Beka’s page with a percentage of (62.5), then Muhammad Salah’s page with a percentage of (41.3), then Turki Al-Sheikh’s page with a percentage of (39.6), while Mustafa Hosni’s page does not support negative values. Negativity.The field study yielded the following results: The majority of respondents’ preferences for rational appeals in the content presented by religious celebrities and economic celebrities were high, while the majority of respondents preferred emotional appeals in following the pages of sports, singing, drama and cinema celebrities.

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References

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