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

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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书目详细资料
主要作者:	Cheah, Lee Suan
格式:	Thesis
语言:	eng eng eng
出版:	2022
主题:	HF5415.33 Consumer Behavior.
在线阅读:	https://etd.uum.edu.my/10016/1/depositpermission-not%20allow_s825373.pdf https://etd.uum.edu.my/10016/2/s825373_01.pdf https://etd.uum.edu.my/10016/3/s825373_02.pdf
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