THE INFLUENCE OF SOCIAL MEDIA ENDORSEMENT ON CUSTOMER PURCHASE DECISION
Celebrity social media endorsement has become a popular marketing strategy over the last decade. However, it is not always effective in the consumer purchase decision process. Sometimes, it brings adverse effects to the brand and product due to the wrong selection of celebrity figures. and for M...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/77468 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |