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The Influence of K-POP Idol Presenters in Online Marketing on Purchase Intention of Thai Entrepreneurial Brands |
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| รหัสดีโอไอ | |
| Creator | Nattha Manachaimongkol |
| Title | The Influence of K-POP Idol Presenters in Online Marketing on Purchase Intention of Thai Entrepreneurial Brands |
| Publisher | MSMIS Thammasat University |
| Publication Year | 2564 |
| Journal Title | Journal of information systems in Business JISB |
| Journal Vol. | 7 |
| Journal No. | 3 |
| Page no. | 36 |
| Keyword | Korean fan club, Parasocial interaction, Fan loyalty, Korean idol, Presenter, Purchase intention |
| URL Website | http://www.jisb.tbs.tu.ac.th |
| ISSN | 2465-4264 |
| Abstract | The purpose of this research was to study the influence of K-Pop idol presenters in online marketing on purchase intention of Thai entrepreneurial brands. |
