Ünlülerce pazarlamanın cilt bakım ürünleri tüketici davranışlarına etkisi

.Consumers' choices and actions are altering as a result of digital impact. Marketers spend time determining how to communicate with celebrities to increase their sales. It all starts with comprehending the effects of digitalization on developing relevant tactics and identifying the intended outcomes. It allows luxury skincare firms to increase their market share, enhance dependability, and build digital attraction sites. The concept of 'influence' is altering the way the beauty business markets itself by attracting attention from social media in the battle among businesses to gain consumers' attention. This study aimed to determine the effect of celebrity marketing on consumer behavior by examining the impact of celebrities in marketing campaigns among the users in the Latakia Governorate, Syria. The study used a quantitative research design and collected data from 415 respondents that measured consumers' perceptions of celebrities selling skincare products. The results indicate a significant positive relationship between celebrity marketing and consumers' behavioral intentions. Moreover, the three dimensions of celebrity marketing, i.e., attractiveness, trustworthiness, and expertise, were statistically significant.