{"id":21790,"date":"2026-02-17T11:08:26","date_gmt":"2026-02-17T08:08:26","guid":{"rendered":"https:\/\/su.edu.ye\/voga\/?p=21790"},"modified":"2026-02-17T11:11:41","modified_gmt":"2026-02-17T08:11:41","slug":"phd-degree-awarded-to-mr-dirham-ameen-al-wurafi-in-public-relations-and-advertising","status":"publish","type":"post","link":"https:\/\/su.edu.ye\/voga\/en\/21790\/","title":{"rendered":"PhD Degree Awarded to Mr. Dirham Ameen Al-Wurafi in Public Relations and Advertising"},"content":{"rendered":"

Mr. Dirham Ameen Ahmed Al-Wurafi <\/strong>was awarded a PhD<\/strong> degree in Public Relations and Advertising <\/strong>for his dissertation titled: The Credibility of Celebrity Advertising on Social Media and Its Relationship to Purchasing Behavior of Yemeni Consumer<\/em><\/strong>, which was submitted to the Faculty of Mass Communication \u2013 Sana\u2019a University. The dissertation defense was held on Wednesday, February 11, 2026<\/strong>.<\/p>\n

 <\/p>\n

The PhD Viva-Voce Committee, which was formed based on a resolution issued by the Graduate Studies and Scientific Research Council, consisted of the following:<\/p>\n

\u00a0<\/em><\/strong><\/p>\n\n\n\n\n\n\n
#<\/strong><\/td>\nCommittee Members<\/strong><\/td>\nDesignation<\/strong><\/td>\nPosition<\/strong><\/td>\n<\/tr>\n
1<\/td>\nProf. Hassan Abdullah Dajrah \u200e<\/strong><\/td>\nExternal Examiner<\/td>\nChair<\/td>\n<\/tr>\n
2<\/td>\nProf. Abdulrahim Al-Shaweri<\/strong><\/td>\nMain Supervisor<\/td>\nMember<\/td>\n<\/tr>\n
3<\/td>\nProf. Omar Abreen<\/strong><\/td>\nInternal Examiner<\/td>\nMember<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

The dissertation aimed to:<\/p>\n

    \n
  • Examine the perceived credibility of celebrity advertising on social media from the perspective of Yemeni consumers.<\/li>\n
  • Identify the impact of the dimensions of celebrity credibility (expertise, trustworthiness, attractiveness, similarity, and popularity) on the stages of purchasing behavior.<\/li>\n
  • Measure the relationship between the credibility of celebrity advertising and the consumer\u2019s final purchasing decision.<\/li>\n
  • Compare the influence of local and non-local celebrities in shaping cognitive, emotional, and behavioral responses among audiences.<\/li>\n<\/ul>\n

    The study yielded several key findings summarized as follows:<\/p>\n

      \n
    • A statistically significant relationship exists between the credibility of celebrity advertising and the stages of consumer purchasing behavior.<\/li>\n
    • The influence of celebrity advertising follows a staged process, beginning with attention and interest, moving to desire, and ultimately leading to purchasing behavior.<\/li>\n
    • Emotional responses (the desire stage) were the most influential factor in determining final purchasing behavior compared to other stages.<\/li>\n
    • Differences were found between local and non-local celebrities: non-local celebrities were more effective in attracting attention, whereas local celebrities generated stronger emotional and behavioral impact.<\/li>\n
    • Respondents showed preference for specific celebrity figures, confirming that advertising effectiveness depends not merely on fame, but on the audience\u2019s perception of the celebrity\u2019s credibility.<\/li>\n<\/ul>\n

      In light of these findings, the researcher recommended:\u200e<\/p>\n

        \n
      • That advertisers adopt credibility-based criteria when selecting celebrities for advertising campaigns, rather than relying solely on fame.<\/li>\n
      • Designing advertising messages that foster emotional engagement, given its direct impact on purchasing behavior.<\/li>\n
      • Encouraging future research on celebrity advertising across different cultural and social contexts using staged analytical models.<\/li>\n
      • Enhancing the role of local celebrities as influential figures in building trust and psychological closeness with audiences.<\/li>\n<\/ul>\n

         <\/p>\n

        The dissertation defense was attended by a number of academics, researchers, and specialists, media professionals\u200e, colleagues, and the researcher\u2019s family.<\/p>\n

        \"\"\"\"<\/p>\n