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...
Saved in:
Main Author: | Cheah, Lee Suan |
---|---|
Format: | Thesis |
Language: | English English English |
Published: |
2022
|
Subjects: | |
Online Access: | 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 https://etd.uum.edu.my/10016/ |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Similar Items
-
The effect of celebrity endorsement effectiveness on consumers' attitude towards advertisement and purchase intention
by: Siti Nazihah, Mohd Jamili
Published: (2015) -
Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement
by: Wan Noraini, Wan Napi
Published: (2015) -
The influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: A study on local food brands
by: Nur Shazzana, Ahmad Shaker
Published: (2015) -
A Study Consumers' Green Purchasing Intention
by: Cheah, Ching Mun
Published: (2009) -
Factors influencing purchase intention based on facebook advertising: A study on generation Y consumers in UUM
by: Nik Muhammad Ismail, Karim
Published: (2015)