Drawing on signalling theory, this study aims to fill a gap in knowledge by examining the
effects of celebrity trust on advertising credibility, brand credibility and corporate credibility …

Objectives: This paper aimed to provide an overview of social media marketing strategies
used by Malaysian car brands and analysis of their success. Method: Data collected through …

Organizational performance is a crucial variable in studies on management the success of
all businesses whether small or medium enterprises or large organizations can be seen …

The advertising industry has been moving toward digital advertising with the help of internet
penetration across the world. Importantly, consumers today are exposed to digital …

Video advertising has been widespread through TV and, over the last 10 years, through
social media. The creation and production of video advertisements is increasing and …

Purpose: This study aimed to investigate the factors affecting the interaction with the
endorsed brand of the celebrity athlete on social media (the moderating role of the …

The background of this study is the difference in research results, wherein the research
conducted by Dewi (2017) where endorser credibility does not affect brand equity. While …

Nowadays, consumers are well educated, diverse and technological-savvy thus it is a
challenge to marketers to attract consumers' attention. Celebrity endorsement has been …

The internationalization of small and medium enterprises (SMEs) has become vital as it
enables them to enhance their business prospects and achieve organizational objectives …

The advertising industry has been moving toward digital advertising with the help of internet
penetration across the world. Importantly, consumers today are exposed to digital …