The impact of celebrity endorsement on followers’ impulse purchasing

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The impact of celebrity endorsement on followers’ impulse purchasing

Although the issue of celebrity endorsement has been the subject of longstanding discussion, little attention has been paid to the impulse purchasing behavior of celebrity followers. This study was conducted from the relationship marketing perspective and tested the impact of parasocial relationship...

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Bibliographic Details
Main Authors:	Yue, Xiaofan, Abdullah, Nawal Hanim, Ali, Mass Hareeza, Raja Yusof, Raja Nerina
Format:	Article
Published:	Taylor and Francis 2022
Online Access:	http://psasir.upm.edu.my/id/eprint/103573/

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