A Study of the Effect of Internet Celebrity Endorsement: Using Perceived Celebrity-product Congruence as a Moderator
碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 106 === Nowadays, the development of 4G and smart phones has put an ordinary person on the same footing with celebrities and traditional media. Everyone can easily produce his/her own video content and upload it to the internet, and therefore many people who st...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
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2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/498v78 |