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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| Format: | Final Year Project / Dissertation / Thesis |
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2023
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| Online Access: | http://eprints.utar.edu.my/5607/1/Sherene_Tan_Yu_Lin_FYP.pdf http://eprints.utar.edu.my/5607/ |
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