The effectiveness of social media influences and celebrity endorser on the Smartphone users’ brand choice behavior
Based on the data of Malaysian consumers, this study reveals that SMI and CE are the prevailing marketing strategies for swaying Smartphone users’ BCB. The study refines a meaningful and deep insight into the unexplored areas of marketing research to bridge the study gaps and unveil the pavement for...
| Main Author: | |
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| Format: | Thesis |
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Curtin University
2023
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| Online Access: | http://hdl.handle.net/20.500.11937/94345 |
| _version_ | 1848765858484060160 |
|---|---|
| author | Kalam, Abul |
| author_facet | Kalam, Abul |
| author_sort | Kalam, Abul |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Based on the data of Malaysian consumers, this study reveals that SMI and CE are the prevailing marketing strategies for swaying Smartphone users’ BCB. The study refines a meaningful and deep insight into the unexplored areas of marketing research to bridge the study gaps and unveil the pavement for promoting brands. This research sheds new light on divulging uncharted proposed relationships that may concentrate the focus of academics and practitioners. |
| first_indexed | 2025-11-14T11:41:56Z |
| format | Thesis |
| id | curtin-20.500.11937-94345 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:41:56Z |
| publishDate | 2023 |
| publisher | Curtin University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-943452024-02-13T05:32:29Z The effectiveness of social media influences and celebrity endorser on the Smartphone users’ brand choice behavior Kalam, Abul Based on the data of Malaysian consumers, this study reveals that SMI and CE are the prevailing marketing strategies for swaying Smartphone users’ BCB. The study refines a meaningful and deep insight into the unexplored areas of marketing research to bridge the study gaps and unveil the pavement for promoting brands. This research sheds new light on divulging uncharted proposed relationships that may concentrate the focus of academics and practitioners. 2023 Thesis http://hdl.handle.net/20.500.11937/94345 Curtin University restricted |
| spellingShingle | Kalam, Abul The effectiveness of social media influences and celebrity endorser on the Smartphone users’ brand choice behavior |
| title | The effectiveness of social media influences and celebrity endorser on the Smartphone users’ brand choice behavior |
| title_full | The effectiveness of social media influences and celebrity endorser on the Smartphone users’ brand choice behavior |
| title_fullStr | The effectiveness of social media influences and celebrity endorser on the Smartphone users’ brand choice behavior |
| title_full_unstemmed | The effectiveness of social media influences and celebrity endorser on the Smartphone users’ brand choice behavior |
| title_short | The effectiveness of social media influences and celebrity endorser on the Smartphone users’ brand choice behavior |
| title_sort | effectiveness of social media influences and celebrity endorser on the smartphone users’ brand choice behavior |
| url | http://hdl.handle.net/20.500.11937/94345 |