THE ROLE OF SOCIAL MEDIA INFLUENCER ON BRAND SWITCHING OF MILLENNIAL AND GEN Z: A STUDY OF FOOD-BEVERAGE PRODUCTS

Social media is the most popular marketing tools for generation millennial and Z. They are known as the most easily switch brand generation. This research contributes to social media marketing analytic research with an exploration of the role of social media influencer on consumer brand switching de...

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Autors principals:	Tri Hanifawati, Vivayani Wahyu Dewanti, Ghita Dwi Saputri
Format:	Artigo
Idioma:	Inglês
Publicat:	University of Brawijaya 2019-12-01
Col·lecció:	Jurnal Aplikasi Manajemen
Matèries:	brand switching social media influencer opinion leader celebrities social leader
Accés en línia:	https://jurnaljam.ub.ac.id/index.php/jam/article/view/1516
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