publication . Bachelor thesis . 2013

The Use of Celebrity Endorsement with the Help of Electronic Communication Channel (Instagram) : Case study of Magnum Ice Cream in Thailand

Kutthakaphan, Rangsima; Chokesamritpol, Wahloonluck;
Open Access English
  • Published: 01 Jan 2013
  • Publisher: Mälardalens högskola, Akademin för ekonomi, samhälle och teknik
  • Country: Sweden
Abstract
TITLE The Use of Celebrity Endorsement with the Help of Electronic Communication Channel (Instagram): Case Study of Magnum Ice Cream Thailand RESEARCH QUESTION How does the use of celebrity endorsement with the help of electronic communication channel (Social media: Instagram) affect the buying behavior of generation Y consumers in Thailand? STRATEGIC QUESTION How can marketers use this marketing technique in an effective way to increase the number of consumers? PURPOSE OF THE STUDY The purpose of this research paper is to describe the buying behavior of generation Y consumers in Thailand with regards to the use of celebrity endorsement through the electronic co...
Subjects
ACM Computing Classification System: ComputingMilieux_THECOMPUTINGPROFESSIONComputingMilieux_COMPUTERSANDSOCIETY
free text keywords: Electronic Communication Channel
Related Organizations
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