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Hasil Pencarian

Ditemukan 1 dokumen yang sesuai dengan query
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Serafina Windri
The Influence of Social Media Imagery on an Individual’s Purchase Intention Towards a Brand: The Moderating Effect of Culture = Pengaruh Gambar dalam Media Sosial terhadap Niat Beli Individu akan suatu Merek: Sebuah Efek Moderasi dari Budaya
" The rise of social media and newly emerging marketing strategies such as influencer marketing have led to the growing importance of image utilization for marketing and promotional intention. This research scrutinizes how the two different social media imageries (candid and posed) used in influencer promotional posts are able to influence an individual’s purchase intention in the context of influencer marketing while also investigating the effect of culture using the two dimensions of self-construals (independent and ... "
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2021
MK-pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library