The influence of internet celebrities on consumers' purchase intention and its educational significance
University students in China are increasingly embracing the use of celebrity endorsement in teaching. Celebrities are now able to rapidly and easily reach a huge audience because of the growth of social media platforms like WeChat, Weibo, and Douyin, which makes them an appealing marketing tool for...
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| Main Authors: | , , , , |
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| Format: | Article |
| Published: |
Auricle Global Society of Education and Research
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/110567/ https://kuey.net/menuscript/index.php/kuey/article/view/500 |
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| Institution: | Universiti Putra Malaysia |