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350  Articles
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The phenomenon of many entrepreneurs who want to attract consumers through social media by using a celebrity that has credibility and demands to advance their brand. One of the celebrities who are loved today is Aghnia Punjabi with her trademark wearing a... see more

This article looks at the voting behavior of individuals as a correlate of Parasocial Interaction (PSI)—a ‘mediated rapport’ or ‘illusion of intimacy’ with TV personae. A non-random sample of those who voted during the May 2007 Philippine Senatorial Elect... see more

Utilizing endorsers in the advertising industry to promote products is currently on the rise, and employing celebrities as the endorsers is still the marketers’ favorite method. This study aims to analyze the influence of the number of endorsers and the p... see more

The era of technology, business competition, and increasingly rapid business growth requires companies to have an efficient and effective marketing strategy. One of the marketing strategies that can generate buying interest is celebrity endorsers and elec... see more

This study examined the extent to which parasocial relationships (PSR) between celebrities and media users impact the effectiveness of celebrity endorsements on social media for various products. A 2 (high/low PSR endorser) x 2 (explicit/implicit endorsem... see more

The current hustle & bustle scenario in product promotion every product promoter and manufacturer are forced to promote themselves in a colossus way to attract the target audience. Though advertisements have been an imperative medium of promoting using of... see more

This research intends to explore the empirical relationship between endorsers credibility and consumer based brand equity in the presence of mediating role of brand credibility and moderating role of type of celebrities i.e. National or International was ... see more

This study aims to test whether the effectiveness of celebrity endorsers, brand credibility, brand attitude is a factor in purchase intention, brand credibility is a mediation for brand attitude and brand credibility and brand attitude is a mediation. A t... see more

This study aims to analyze the influence of celebrity endorsers and eWOM on consumer purchase intentions, with the brand image as a mediating variable. The research population consisted of millennial consumers in Pontianak who had never bought fashion pro... see more

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