The impact of social media celebrity endorsement on Malaysian university students' consumption behavior

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The impact of social media celebrity endorsement on Malaysian university students' consumption behavior

According to several past research, celebrity endorsement consistently draws positive responses from buyers to advertisements. Aziz et al. (2019) and Ahmad et al. (2019) previous studies have studied the influence of celebrity endorsement on consumer buying behaviour. However, there is a lack of in-...

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Bibliographic Details
Main Author:	Thong, Bao Chye
Format:	Final Year Project / Dissertation / Thesis
Published:	2023
Subjects:	H Social Sciences (General) HT Communities. Classes. Races
Online Access:	http://eprints.utar.edu.my/6350/ http://eprints.utar.edu.my/6350/1/Thong_Bao_Chye_19UJB01621_FYP.pdf

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