논문 상세보기

재단법인 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
  • : 재단법인 서암순창장학회
  • : Journal of Marketing Thought 6권1호
  • : 연속간행물
  • : 2019년 05월
  • : 1-10(10pages)

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


저작권 안내

한국학술정보㈜의 모든 학술 자료는 각 학회 및 기관과 저작권 계약을 통해 제공하고 있습니다.

이에 본 자료를 상업적 이용, 무단 배포 등 불법적으로 이용할 시에는 저작권법 및 관계법령에 따른 책임을 질 수 있습니다.

발행기관 최신논문
| | | | 다운로드

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)

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.

1
주제별 간행물
간행물명 수록권호

KCI등재

독서연구
59권 0호 ~ 59권 0호

비판건강정책
1권 1호 ~ 1권 1호

KCI등재

분쟁해결연구
19권 1호 ~ 19권 1호

광신논단
30권 0호 ~ 30권 0호

KCI등재

미래청소년학회지
18권 1호 ~ 18권 1호

KCI후보

산업진흥연구
6권 2호 ~ 6권 2호

KCI등재

미래청소년학회지
10권 1호 ~ 9권 4호

KCI등재

미래청소년학회지
1권 1호 ~ 5권 4호

KCI후보

융합과 통섭
4권 1호 ~ 4권 1호

출판잡지연구
28권 1호 ~ 28권 1호

KCI등재

인문사회 21
12권 2호 ~ 12권 2호

KCI등재

사회사상과 문화
24권 1호 ~ 24권 1호

사업보고서
2020권 0호 ~ 2020권 0호

기후환경정책연구
2020권 0호 ~ 2020권 0호

환경포럼
250권 0호 ~ 252권 0호

수시연구보고서
2020권 10호 ~ 2020권 9호

사업보고서
2020권 0호 ~ 2020권 0호

기후환경정책연구
2020권 0호 ~ 2020권 0호

환경포럼
250권 0호 ~ 252권 0호

수시연구보고서
2020권 10호 ~ 2020권 9호
발행기관 최신논문
자료제공: 네이버학술정보
발행기관 최신논문
자료제공: 네이버학술정보

내가 찾은 최근 검색어

최근 열람 자료

맞춤 논문

보관함

내 보관함
공유한 보관함

1:1문의

닫기