Social media influencer in advertising: the role of attractiveness, expertise and trustworthiness
The cosmetic industry has shown rapid growth worldwide and is seen as a profitable business yet highly competitive. A popular grab-attention strategy being adopted worldwide by the brand manufacturers is celebrity endorsement to improve the effectiveness of the advertisement. Despite its popularity,...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
The Asian Institute of Research
2020
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/27119/1/Social%20media%20influencer%20in%20advertising.pdf https://eprints.ums.edu.my/id/eprint/27119/2/Social%20media%20influencer%20in%20advertising1.pdf |