Fatmasari, Fajria and Muna, Nalal and Nugroho, Ahmad Cahyo and Gambiro, Yudani (2019) Consumer Engagement Captured in Online Endorsement (A Case Study in Hijab Endorsement). Global Competitiveness: Business Transformation in the Digital Era. pp. 272-275. ISSN 978-0-429-20262-9

Text (FAJRIA FATMASARI_Consumer Engagement Captured in Online Endorsement) 198410222009112001-16-Prosiding Global Competiveness_ business Transformation in the Digital Era ISBN 978-0-367-19442-0 Judul_ Consumer Engagement Captured in Online Endorsement.pdf - Published Version Download (125kB)

Abstract

As technology changes rapidly, marketing area has a challenge to have sufficient changes also
to meet demand from consumer. Online endorsement becomes more familiar for being a strategy in digital
marketing. This marketing way is often used to introduce a new product or to post a sale of a product. Online
endorsements can use celebrity or non-celebrity as endorsee. Both of these can represent attachment to the
consumer differently. The engagement could be seen from action people did right after seeing online endorsement. The research aimed to provide an insight how online endorsees and consumers engaged to each
other. It compared between celebrity endorsees and non-celebrity endorsees’ engagement. It used behavioral
metrics implied from the online endorsement. It also used interpretative phenomenological analysis to analyze
data. It would take a look at different capture of online endorsement

Item Type:	Article
Subjects:	Digital Marketing
Divisions:	Publikasi Ilmiah > Seminar Internasional
Depositing User:	fajria fatmasari
Date Deposited:	30 Apr 2023 02:57
Last Modified:	30 Apr 2023 02:57
URI:	https://repository.poltekapp.ac.id/id/eprint/3410

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