EFEKTIVITAS SOCIAL MEDIA ADVERTISING: PERAN BRAND FAMILIARITY DAN KONGRUENSI ENDORSER

EFEKTIVITAS SOCIAL MEDIA ADVERTISING: PERAN BRAND FAMILIARITY DAN KONGRUENSI ENDORSER

This study examined the impact of brand familiarity and endorsers’ congruence with product being advertised on consumer responses to social media advertising in Twitter. Findings suggested that the product with a familiar brand endorsed by celebrity with high image congruence led to greater cons...

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Bibliographic Details
Main Author: Sony Kusumasondjaja
Format: Article
Language:English
Published: Petra Christian University 2014-01-01
Series:Jurnal Manajemen dan Wirausaha
Subjects:
Brand Familiarity
Image
Advertising
Endorser Congruency
Social Media
Online Access:http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/18888

Internet

http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/18888

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