EFEKTIVITAS SOCIAL MEDIA ADVERTISING: PERAN BRAND FAMILIARITY DAN KONGRUENSI ENDORSER
This study examined the impact of brand familiarity and endorsers’ congruence with product being advertised on consumer responses to social media advertising in Twitter. Findings suggested that the product with a familiar brand endorsed by celebrity with high image congruence led to greater consumer...
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| Autore principale: | |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
Petra Christian University
2014-01-01
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| Serie: | Jurnal Manajemen dan Wirausaha |
| Soggetti: | |
| Accesso online: | http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/18888 |
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