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Now showing items 51-54 of 54
The impact of micro-influencer endorsement on advertising effectiveness - The case of Maybelline drugstore cosmetic products and millennial consumers in VietNam
(International University - HCMC, 2018)
Celebrity endorsement is one of the most effective marketing methods that uses celebrities to represent for the brand. The main reason why this method is preferred is because celebrities have a huge influence on the public ...
The impacts of emotional advertising in purchase intention under beverage industry among generation y in Ho Chi Minh city
(International University - HCMC, 2019)
In modern world, marketer not only use advertising as a tool to boost consuming index of products, but also a productive support for them to communicate with their target customers by transferring their products’ messages. ...
The influence of online behavioral advertising on customers' purchase intention - A study of Vietnamese e-commerce platform in Ho Chi Minh city
(International University - HCMC, 2019)
The role of online behavioral advertising in increasingly becoming more essential for brands and advertisers since the benefits it bring up for them is being more remarkable. However, little is known about the impact of ...
The influence of in-app advertisement towards customers' attitudes and behavioral intention - The case of spotify app
(International University - HCMC, 2019)
Monetarized mobile application can be achieved by many ways and a common
one is taking advantage of in-app advertisement. The aim of this research is to discover
the factors that could affect consumers’ attitudes towards ...