INVESTIGATING THE EFFECTS OF PERCEIVED MICROCELEBRITY MOTIVATION ON THE TRANSMISSION OF WORD-OF-MOUTH ACROSS SEARCH, EXPERIENCE, AND CREDENCE PRODUCTS

INVESTIGATING THE EFFECTS OF PERCEIVED MICROCELEBRITY MOTIVATION ON THE TRANSMISSION OF WORD-OF-MOUTH ACROSS SEARCH, EXPERIENCE, AND CREDENCE PRODUCTS

Bachelor's

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Bibliographic Details
Main Author: THAM SI JIA
Other Authors: NUS Business School
Format: Theses and Dissertations
Published: 2020
Subjects:
Advertising
Microcelebrity Marketing
Perceived Endorser Motives
Search Experience Credence (SEC) Classification of Goods & Services
Trust Formation
Trust Transfer
Perceived Risk
Instagram
Word-of-Mouth
Online Access:https://scholarbank.nus.edu.sg/handle/10635/171617
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Institution: National University of Singapore
Description
Summary:Bachelor's

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