Communication in the 21st Century: The Effect of internet celebrity as the communication source in influencing generation Z purchase intention
The current corporate landscape is characterized by fierce rivalry, prompting marketers to actively seek strategies to effectively differentiate themselves amidst the abundance of information in the digital realm. One current marketing strategy involves the engagement of online influencers, also kno...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2023
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| Online Access: | http://journalarticle.ukm.my/23183/1/komunikasi_27.pdf |