Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention
Despite the fact that companies increasingly value online star endorsements as Internet celebrity economy booms, scientific knowledge on the effect of online star endorsements on consumers’ purchase intention is limited. Based on the theories of self and construal level theory, this study investigat...
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| Autores principales: | , , , , , |
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| Formato: | article |
| Lenguaje: | EN |
| Publicado: |
Frontiers Media S.A.
2021
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/403159e16958445fbfeec0a1f95dc4ed |
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