Celebrity endorsement impacting consumer attitude and purchase intention: The mediating role of parasocial interaction
The main purpose of this study is to research consumer perceptions of celebrity endorsement, including attractiveness, credibility, and expertise in advertising on Facebook. Specifically, the study examines the impact of each factor on the attitude toward advertising and the behavioral intention of...
| Main Authors: | , |
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| Format: | Article |
| Language: | Vietnamese |
| Published: |
TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
2022-12-01
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| Series: | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/2126 |