The impact of celebrity endorsements in advertisements on Malaysian consumers’ purchasing intention: A parasocial interaction perspective

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The impact of celebrity endorsements in advertisements on Malaysian consumers’ purchasing intention: A parasocial interaction perspective

The shift from traditional media towards online media, has made online advertisements gain much attention from both advertisers and consumers. With high saturation of advertisements online, consumers are facing a lack of interest which leads to marketers adopting the celebrity endorsement approach....

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Bibliographic Details
Main Author:	Tan, Sherene Yu Lin
Format:	Final Year Project / Dissertation / Thesis
Published:	2023
Subjects:	HG Finance HM Sociology
Online Access:	http://eprints.utar.edu.my/5607/ http://eprints.utar.edu.my/5607/1/Sherene_Tan_Yu_Lin_FYP.pdf

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