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재단법인 서암순창장학회> Journal of Marketing Thought

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6권1호(2019) |수록논문 수 : 1
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1Celebrity Entrepreneurship: How Communication Effectiveness Mediates the 5-D PATER Model and Purchase Intention

저자 : Christian Haposan Pangaribuan , Rizki Fadlina

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 6권 1호 발행 연도 : 2019 페이지 : pp. 1-10 (10 pages)

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Despite being extensively referred to in popular media, celebrity engagement is considered as a new (scholar) phenomenon and need of academic attention. The purpose of this research is to examine the engagement of celebrity influence communication effectiveness through mediation variables, such as popularity, attractiveness, trustworthiness, expertise, and relevance (PATER model) as well as to measure the effect of communication effectiveness on consumer purchase intention. The research methodology used quantitative method with primary data. The design and development of this questionnaire were based on an initial pretested survey, distributed to 432 college students. The result of this research showed that popularity is the most affecting variable towards the communication effectiveness, followed by relevance and attractiveness. Furthermore, communication effectiveness also has significant positive relationship towards purchase intention.

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