Exploring the Impact of Celebrity Endorsements on The Attitudes And Purchasing Intention in Instagram
The use of celebrities as endorser for companies is becoming a popular way for endorsement. This study aims to identify any differences on the impact of celebrity’s credibility on attitudes towards endorsement (AAD), brand (AB) and purchase intention (PI) in single and multiple celebrity endorsement...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Bogor Agricultural University
2019-05-01
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| Series: | Indonesian Journal of Business and Entrepreneurship |
| Online Access: | http://journal.ipb.ac.id/index.php/ijbe/article/view/25802 |