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Can a Vlogger Help to Build Brand Awareness? The Impact of Vloggers on Customers’ Attitude towards Brand Advertisement and Purchase Intention Cover

Can a Vlogger Help to Build Brand Awareness? The Impact of Vloggers on Customers’ Attitude towards Brand Advertisement and Purchase Intention

Journal of Intercultural Management
Volume 15 (2023): Issue 1 (March 2023)
By: Joanna Krywalski Santiago and  Xiaolin Su  
Open Access
|Jul 2023

Authors

Joanna Krywalski Santiago

joannas@iseg.ulisboa.pt

Universidade de Lisboa, ISEG – Lisbon School of Economics and Management, CSG/ADVANCE, Portugal

Xiaolin Su

l54557@aln.iseg.ulisboa.pt

Universidade de Lisboa, ISEG – Lisbon School of Economics and Management, Portugal
DOI: https://doi.org/10.2478/joim-2023-0001 | Journal eISSN: 2543-831X | Journal ISSN: 2080-0150
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Language: English
Page range: 4 - 40
Submitted on: Mar 16, 2023
|
Accepted on: Jun 14, 2023
|
Published on: Jul 22, 2023
Published by: SAN University
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year
Keywords:
vloggers,
attitude towards vlogger,
attitude towards brand,
purchase intention
Related subjects:
Business and economics,
Business management,
Management, organization, corporate governance,
Business management, other

© 2023 Joanna Krywalski Santiago, Xiaolin Su, published by SAN University
This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 License.

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