الفهرس 
Literature ReviewOnly 14 pages are availabe for public view
Abstract
This study aims to investigate the role of celebrity endorsement on social networks, represented by Instagram, in forming brand attitudes among Egyptian youth. This aim was achieved through two studies, the first of which is a content analysis of posts by Egyptian celebrities on Instagram, where the second is a survey study on a sample of Egyptian youth who follow celebrities on Instagram. Based on survey methodology, the researcher used a coding sheet for content analysis and an online questionnaire for data collection.
This study consists of eight chapters. The first of which includes an introduction, aims of study, and scientific and practical significance. The second chapter reviews literature in relation to study variables. The third chapter is the theoretical framework, with media theories and models that constitute the scientific basis of the study. The fourth chapter is methodology, reviewing research method and tools, as well as the sampling, research questions, and hypotheses of the study, in addition to validity and reliability tests. The fifth chapter is a content analysis of posts by Egyptian celebrities on Instagram, after which is the sixth chapter that includes the results of survey study on a sample of Egyptian youth between 18 and 35 years old, who follow Egyptian celebrities on Instagram. The seventh chapter includes results and discussion, where the eighth chapter entails conclusion, and future recommendations and suggestions.
The findings of the study concluded that:
1- Celebrity endorsement plays an important role in forming brand attitudes among Egyptian youth, as 43% of the variances in brand attitudes could be explained by celebrity endorsement. In addition, brand attitudes contribute to 60% of purchase intentions among Egyptian youth.
2- The most important variables of celebrity endorsement were celebrity-product match-up, trustworthiness, and expertise, where familiarity had a negative relationship with brand attitudes, and no significant contribution to brand attitudes were found for similarity and attractiveness among Egyptian youth.
3- There are no statistically significant differences in brand attitudes and purchase intentions according to demographic variables (age, gender, education level, economic status, and social status).
Keywords: Celebrity Endorsement, Brand Attitudes, Egyptian Youth, Social Networks