Advertising effectiveness on social network sites: An investigation of tie strength, endorser expertise and product type on consumer purchase intention

Advertising effectiveness on social network sites: An investigation of tie strength, endorser expertise and product type on consumer purchase intention

ICIS 2009 Proceedings - Thirtieth International Conference on Information Systems

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Bibliographic Details
Main Authors: Wen, C., Tan, B.C.Y., Chang, K.T-.T.
Other Authors: INFORMATION SYSTEMS
Format: Conference or Workshop Item
Published: 2013
Subjects:
Expertise
Hedonic product
Product endorser
Purchase intention
Social network sites
Tie strength
Utilitarian product
Online Access:http://scholarbank.nus.edu.sg/handle/10635/42659
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Institution: National University of Singapore

Internet

http://scholarbank.nus.edu.sg/handle/10635/42659

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