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

• 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
• Institution: National University of Singapore

ICIS 2009 Proceedings - Thirtieth International Conference on Information Systems