HOW CELEBGRAM’S FACE APPEARANCE ON SKINCARE ENDORSEMENT AFFECT CUSTOMER ENGAGEMENT INTENTION THROUGH TRI-COMPONENT ATTITUDE MODEL

HOW CELEBGRAM’S FACE APPEARANCE ON SKINCARE ENDORSEMENT AFFECT CUSTOMER ENGAGEMENT INTENTION THROUGH TRI-COMPONENT ATTITUDE MODEL

Nowadays, Instagram marketing is growing rapidly with the endorsement system done by Celebgrams. Skincare endorsement is one of the popular endorsement sector. The purpose of this research is to analyze the appearance of Celebgram’s (endorser) face on the customer’s engagement intention of a skincar...

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Bibliographic Details
Main Author: Marsha Shafiera, Diandra
Format: Final Project
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/40625
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Institution: Institut Teknologi Bandung
Language: Indonesia

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https://digilib.itb.ac.id/gdl/view/40625

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