THE ROLE OF SOCIAL MEDIA INFLUENCER ON BRAND SWITCHING OF MILLENNIAL AND GEN Z: A STUDY OF FOOD-BEVERAGE PRODUCTS
Social media is the most popular marketing tools for generation millennial and Z. They are known as the most easily switch brand generation. This research contributes to social media marketing analytic research with an exploration of the role of social media influencer on consumer brand switching de...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Brawijaya
2019-12-01
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| Series: | Jurnal Aplikasi Manajemen |
| Subjects: | |
| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/1516 |