Title:
THE ROLE OF CELEBRITY IDENTIFICATION ON HUMANITARIAN AID

Authors:
Seyedsamad Tahani, Young-Kyu Kim, South Korea

Abstract:

In this study, the factors influencing the motivation to participate in humanitarian aids programs were identified based on the TPB model and two other variables, self-identity, and collective efficacy. In particular, the current research examined whether the identification with celebrities was intended to address behavioral intention for humanitarian aids. Regarding the recent natural disasters in Iran and the Iranian social movement to help their compatriots, they were asked to identify humanitarian aid issues for the assessment of the theory of planned behavior (TPB), as well as their identity, collective efficacy, and celebrity identification. For gathering the data, the number of 653 people completed an online questionnaire. A multiple hierarchical regression analysis was performed to analyze the data. The survey results showed that the TPB model, self-identity, collective efficacy, and celebrity identification significantly affected behavioral intention to humanitarian aids. The results also showed that identifying with a celebrity can influence the variables of the TPB model, self-identity, and collective efficacy in terms of humanitarian promotional behaviors. Based on the findings, some theoretical and managerial concepts are proposed.