The relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in social media towards consumer purchasing intention

Celebrity endorsement is used by businesses to attract customer attention with the intention to lead them to make a purchase. Previous studies cover various group of customers and products. The purpose of this study is to investigate the relationship between trustworthiness, congruence, likeability...

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Bibliographic Details
Main Author: Cheah, Lee Suan
Format: Thesis
Published: 2022
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