The influence of internet celebrities on consumers' purchase intention and its educational significance

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The influence of internet celebrities on consumers' purchase intention and its educational significance

University students in China are increasingly embracing the use of celebrity endorsement in teaching. Celebrities are now able to rapidly and easily reach a huge audience because of the growth of social media platforms like WeChat, Weibo, and Douyin, which makes them an appealing marketing tool for...

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Bibliographic Details
Main Authors:	Hu, Jimin, Sidek, Shafie, Abd Rahman, Azmawani, Raja Yusof, Raja Nerina, Chen, Yanning
Format:	Article
Published:	Auricle Global Society of Education and Research 2023
Online Access:	http://psasir.upm.edu.my/id/eprint/110567/

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