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IJSTR >> Volume 5 - Issue 8, August 2016 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

The Impacts Of Celebrity Endorsement In Ads On Consumers Purchasing Intention: A Case Of Facebook

[Full Text]



Truong Hai Huyen Thanh



impact, celebrity, endorsements, advertising, consumers, purchasing intentions, social media, Facebook



The thesis will be focused on the study of celebrity endorsement and how it affects consumer purchase intention on Facebook. It is obvious that celebrity endorsement nowadays is considered as a powerful advertising instrument which does contribute to measure all elements of a marketing campaign. Also, celebrity endorsement is one of the most effective strategies that make products to be different in the competitive market. The main goal of the study is identifying the influence of celebrity endorsement advertising on consumer purchase decision on social media like Facebook. The research is also conducted for the purpose of supporting organizations, businesses and media to understand the importance of advertising as well as the best tool to use in developing messages for advertisements to reach their target audience through social media, especially Facebook



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