This study evaluates the efficacy of digital influencers in brand endorsement through
electronic Word-of-Mouth (eWOM). It probes the influence of perceived influence, brand …

BitterSweet by Najla, merek FnB yang sukses dalam memanfaatkan TikTok. Tujuan dari
penelitian ini adalah untuk mempelajari pengaruh kualitas, kuantitas, kredibilitas informasi …

This study aims to explore Gen Y social media (SM) users' attitude towards advertising
contents. A qualitative approach is applied using focus group discussions (FGDs), and data …

Viral marketing has emerged as a pivotal strategy in the contemporary business landscape,
with a multitude of enterprises harnessing its power to maintain a competitive edge. This is …

In the cosmetics industry, the use of viral marketing strategies and celebrity endorsers has
been widely used to increase buying interest. Many studies have proven that buying interest …

El marketing estratégico se ha vuelto fundamental para analizar el mercado y encontrar
oportunidades para satisfacer las necesidades de los compradores de manera favorable en …

El siguiente artículo científico tiene como objetivo analizar como las variables percepción de
calidad y preferencia de marca, pueden afectar la variable intención de compra de los …

This research aims to analyze the influence of viral marketing, endorsements and price on
purchasing interest through brand image among Wardah cosmetics consumers in the Tapal …