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(재)서암순창장학회> Journal of Marketing Thought> Celebrity Entrepreneurship: How Communication Effectiveness Mediates the 5-D PATER Model and Purchase Intention

Celebrity Entrepreneurship: How Communication Effectiveness Mediates the 5-D PATER Model and Purchase Intention

Christian Haposan Pangaribuan , Rizki Fadlina
  • : (재)서암순창장학회
  • : Journal of Marketing Thought 6권1호
  • : 연속간행물
  • : 2019년 05월
  • : 1-10(10pages)
Journal of Marketing Thought

DOI


목차

Literature Review
Methodology
Results
Conclusion
REFERENCES

키워드 보기


초록 보기

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.

UCI(KEPA)

I410-ECN-0102-2019-500-001356063

간행물정보

  • : 사회과학분야  > 기타(사회과학)
  • :
  • :
  • : 계간
  • : 2288-9159
  • : 2289-0750
  • : 학술지
  • : 연속간행물
  • : 2014-2019
  • : 130


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

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(기관인증 필요)

초록보기

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.

1
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| | | | 다운로드

1Celebrity Entrepreneurship: How Communication Effectiveness Mediates the 5-D PATER Model and Purchase Intention

저자 : Christian Haposan Pangaribuan , Rizki Fadlina

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

다운로드

(기관인증 필요)

초록보기

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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