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Journal of Intercultural Management
Volume 15 (2023): Issue 1 (March 2023)
Open Access
Can a Vlogger Help to Build Brand Awareness? The Impact of Vloggers on Customers’ Attitude towards Brand Advertisement and Purchase Intention
Joanna Krywalski Santiago
Joanna Krywalski Santiago
and
Xiaolin Su
Xiaolin Su
| Jul 22, 2023
Journal of Intercultural Management
Volume 15 (2023): Issue 1 (March 2023)
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Published Online:
Jul 22, 2023
Page range:
4 - 40
Received:
Mar 16, 2023
Accepted:
Jun 14, 2023
DOI:
https://doi.org/10.2478/joim-2023-0001
Keywords
vloggers
,
attitude towards vlogger
,
attitude towards brand
,
purchase intention
© 2023 Joanna Krywalski Santiago et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 International License.