The purpose of the present research is to investigate the influential factors in the recommendations of celebrities in the field of gold and jewelry advertising. The research method is descriptive survey and data collection methods combining library and field studies. With regard to the unlimited membership of the community, 384 people were selected as a sample and the questionnaire was first reviewed by the experts before being distributed among the sample members. Then, in person and electronically, distributed among sample members and Cronbach's alpha was 0.930. Finally, the data of the questionnaire were analyzed using structural equation modeling and Smart PLS software. Findings of the research indicate that the variables of perceived specialty, acceptability, attractiveness and trustworthiness significantly affect the effectiveness of the recommendations of famous people. Finally, suggestions are made for each of the relevant assumptions. The results of standard coefficient values and significant coefficients of assumptions showed that gender and income variables can not be influenced by the effectiveness of advertisements as moderators. and the relevant assumptions were rejected.
