The Moderated Effect of Product Relevance on the Impact of Personality Congruence Between Cosmetic Brand and Internet Celebrity on the Effectiveness of Endorsement.
碩士 === 國立中興大學 === 行銷學系所 === 107 === This study investigates the sub-brands of the top five global cosmetic polyclinic sold in Taiwan (13 brands), applying the data in social media, and use text exploration and machine learning to find out the traits of suitable internet celebrities and the indicator...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22107NCHU5402011%22.&searchmode=basic |