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The Eclipsing Phenomenon in Celebrity Endorsement, Emotional Response, Purchase Intention Based on the Stimulus-Organism-Response Theory
(UNIVERSITAS BRAWIJAYA, 2024)
An advertisement must pay attention to the concepts and strategies in advertising because the use of this endorser can be a double-edged knife for the brand. In the vampire effect phenomenon, celebrity endorsers can ...
HOW TO INFLUENCER AND VIRAL MARKETING INCREASE PURCHASE INTENTION
(Sekolah Tinggi Ilmu ekonomi Semarang, 2024)
Heaven Scent is a business engaged in the perfumery industry and was established in 2021. Various marketing efforts made by Heaven Scent are promotions using influencer marketing and viral marketing. This study was conducted ...
Pengaruh Personal Branding Terhadap Purchase Intention Yang Dimediasi Oleh Influencer Credibility Pada UMKM Kota Surabaya
(FAKULTAS EKONOMI UNIVERSITAS GORONTALO, 2024)
MSMEs in Surabaya City are business sectors in the city of Surabaya which are categorized into two fields, namely: food and non-food fields. The study used three variables including: personal branding variables, purchase ...
ANALYSISPURCHASE INTENTION OF MEN'S SKINCARE: THE ROLE OF CONTENT MARKETING, PRODUCT INNOVATION, AND PERCEIVED VALUE AS PREDICTORS
(SEKOLAH TINGGI ILMU EKONOMI SULTAN AGUNG, 2024)
In an increasingly advanced digital era, content marketing has become an important tool for reaching consumers and building strong relationships with them. Informative, relevant and interesting content can increase consumer ...