Efficacité de l'appui des célébrités sur l'intention d'achat des consommateurs
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Efficacité de l'appui des célébrités sur l'intention d'achat des consommateurs

Efficacité de l'appui des célébrités sur l'intention d'achat des consommateurs


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About the Book

L'utilité de l'aval des médias sociaux dans le marketing et la manière dont l'aval des célébrités est géré dans le même domaine n'ont pas reçu de réponse adéquate dans la littérature actuelle. Plus précisément, malgré les nombreuses études théoriques et empiriques qui examinent l'appui des célébrités sur les médias traditionnels, peu d'études ont tenté d'examiner la relation entre les caractéristiques de la source et l'intention d'achat du consommateur dans le domaine des médias sociaux. De plus, la question de savoir si cette relation est différente entre les hommes et les femmes n'a pas été étudiée de manière empirique. L'objectif de cette étude est donc d'examiner l'efficacité de l'appui des célébrités sur l'intention d'achat des consommateurs. Cette étude combine les théories de la crédibilité de la source et de l'attrait de la source pour superviser les facteurs des caractéristiques de la source sur l'intention d'achat du consommateur. En conséquence, les dimensions de l'attrait de la source, à savoir la familiarité de la source, la sympathie de la source et la similitude de la source, ont été introduites dans les caractéristiques de la source, ce qui constitue la principale contribution théorique.


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Product Details
  • ISBN-13: 9786205353400
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: Editions Notre Savoir
  • Height: 229 mm
  • No of Pages: 120
  • Spine Width: 7 mm
  • Width: 152 mm
  • ISBN-10: 6205353407
  • Publisher Date: 13 Nov 2022
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Weight: 236 gr


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