Essays about: "The Use of Celebrity Endorsement with the Help of Electronic Communication Channel Instagram : Case"

Found 1 essay containing the words The Use of Celebrity Endorsement with the Help of Electronic Communication Channel Instagram : Case.

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

    University essay from Akademin för ekonomi, samhälle och teknik

    Author : Rangsima Kutthakaphan; Wahloonluck Chokesamritpol; [2013]
    Keywords : Electronic Communication Channel;

    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 communication channel (Instagram). METHODOLOGY In this research study, both primary data and existing secondary data are used. READ MORE