Instagram merupakan media sosial terbesar urutan pertama di dunia dengan jumlah
pengguna aktif sebanyak 26, 9 miliar pada tahun 2020. Di Indonesia sendiri, muncul …

Upon scanning the existing literature on celebrity endorsement, it is observed that present
studies have explored the influence of select celebrity endorsement factors or consumer …

Purpose Celebrity endorsement is a preferred marketing communication strategy adopted
by business firms. The present study suggests theoretical underpinnings for investigating the …

Celebrity endorsement has been an important area of study from the perspectives of
marketers as well as consumers. This research aims at developing and testing a model of …

Purpose The study attempted to gauge the relative effectiveness of celebrity and product
image match-up in comparison to non-celebrity attractive endorsers for two distinct high …

This study aimed to discover, develop, and understand people's perception of others'
credibility in the context of social media in marketing communication. In communication, how …

Celebrity endorsements have been one of the key marketing strategies that a retail company
has done. The power of the celebrity, since the nineteenth century, has been a blessing to …

Purpose: The purpose of this research is to find out whether eWOM, endorsement and brand
awareness affect consumer buying interest in Ms Glow products. Theoretical framework …

We all act as customer some or the other point of time in our life. We use to get influence by
many things while making a purchase decision for ourselves like, product quality, brand …

Perkembangan kebutuhan masyarakat akan suatu produk terjadi di era modern masa kini.
Setiap organisasi atau perusahaan yang menghasilkan suatu produk dan menjualnya …