Communication in the 21st Century: The Effect of internet celebrity as the communication source in influencing generation Z purchase intention

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Communication in the 21st Century: The Effect of internet celebrity as the communication source in influencing generation Z purchase intention

The current corporate landscape is characterized by fierce rivalry, prompting marketers to actively seek strategies to effectively differentiate themselves amidst the abundance of information in the digital realm. One current marketing strategy involves the engagement of online influencers, also kno...

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Bibliographic Details
Main Authors:	Mun, Soon Lam, Si, Yan Tan, Ying, San Lim, Tuan, Hock Ng
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2023
Online Access:	http://journalarticle.ukm.my/23183/ http://journalarticle.ukm.my/23183/1/komunikasi_27.pdf

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