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Keywords: Endorsement strategy
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Journal Articles
The effect of social experience and content quality on the use of celebrity endorsement strategy in the social commerce context: a case study of Indonesia
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International Journal of Pervasive Computing and Communications (2025) 21 (1): 57–80.
Published: 28 October 2024
...Yonathan Dri Handarkho; Pupung Arifin Purpose This study aims to provide a comprehensive theoretical model based on stimulus-organismresponse, social impact, and signaling theory to examine the factors influencing the successful application of the celebrity endorsement strategy in social commerce...
