The influence of instafamous characteristics on brand image /

The purpose for this study is to investigate the influence of Instafamous characteristics on brand image. Instafamous is a fashion blogger who ordinary individuals give fashion tips and introduce certain brands to through their social media platforms. Brand image refers to a good or service is that...

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Bibliographic Details
Main Author: Nik Ridhuwan Ilya Ilyas (Author)
Format: Thesis
Language:English
Published: Kuala Lumpur : Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia, 2020
Subjects:
Online Access:http://studentrepo.iium.edu.my/handle/123456789/10117
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040 |a UIAM  |b eng  |e rda 
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100 0 |a Nik Ridhuwan Ilya Ilyas,  |e author 
245 1 4 |a The influence of instafamous characteristics on brand image /  |c by Nik Ridhuwan Ilya bin Ilyas 
264 1 |a Kuala Lumpur :  |b Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia,  |c 2020 
300 |a xiv, 82 leaves :  |b illustrations ;  |c 30cm. 
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500 |a Abstracts in English and Arabic. 
500 |a "A dissertation submitted in fulfilment of the requirement for the degree of Master of Science (Marketing)."--On title page. 
502 |a Thesis (MMKTG)--International Islamic University Malaysia, 2020. 
504 |a Includes bibliographical references (leaves 69-72). 
520 |a The purpose for this study is to investigate the influence of Instafamous characteristics on brand image. Instafamous is a fashion blogger who ordinary individuals give fashion tips and introduce certain brands to through their social media platforms. Brand image refers to a good or service is that reflected by the brand associations held in consumers' minds. Instafamous with its great personality could be a recognized endorser for a brand which helps businesses achieve positive brand image among target consumers. A PATER Model is used for this study and this term stands for Popularity, Attractiveness, Trustworthiness, Expertise and Relevance. The data was collected via survey and the number of valid respondents amounted to 282. The data was analyzed using SPSS Version 25. Findings reveal that Instafamous's popularity, attractiveness and trustworthiness have significant influence on a company's brand image. Meanwhile the other two characteristics - expertise and relevance - have relationships with brand image that are not relevant. These findings suggest that marketers should be more careful in selecting an Instafamous person who are considered attractive in promoting new trends and who can fit well with the brand. Marketing communications practitioners should design marketing messages with Instafamous who can successfully express effectively what the brand stands for to encourage sales and market demand for product purchases. 
596 |a 1 
650 0 |a Brand loyalty  |z Malaysia 
650 0 |a Brand name products  |x Marketing 
650 0 |a Social media  |x Marketing 
650 0 |a Internet personalities  |z Malaysia 
655 7 |a Theses, IIUM local 
690 |a Dissertations, Academic  |x Department of Business Administration  |z IIUM 
700 0 |a Suharni Maulan,  |e degree supervisor 
710 2 |a International Islamic University Malaysia.  |b Department of Business Administration 
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