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

• 第一著者: Cheah, Lee Suan
• フォーマット: 学位論文
• 言語: English; English; English
• 出版事項: 2022
• 主題: HF5415.33 Consumer Behavior.
• オンライン･アクセス: 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/

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...