Advertising effectiveness on social network sites: An investigation of tie strength, endorser expertise and product type on consumer purchase intention

ICIS 2009 Proceedings - Thirtieth International Conference on Information Systems

Volumn , Issue , 2009, Pages

  Wen, Chen ^a   Tan, Bernard C Y ^a   Chang, Klarissa Ting Ting ^a  

^a NATIONAL UNIVERSITY OF SINGAPORE   (Singapore)

Author keywords

Expertise; Hedonic product; Product endorser; Purchase intention; Social network sites; Tie strength; Utilitarian product

Indexed keywords

EXPERTISE; HEDONIC PRODUCT; PRODUCT ENDORSER; PURCHASE INTENTION; SOCIAL NETWORKS; TIE STRENGTH; UTILITARIAN PRODUCT;

INFORMATION SYSTEMS; MARKETING; PURCHASING;

SOCIAL NETWORKING (ONLINE);

EID: 84870973790     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: None     Document Type: Conference Paper

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