Rahayu, Fatik and Ekasari, Ayu and Pratomo, Luki (2022) The Roles of Source Characteristics in Building an Effective Digital Marketing Communication. In: Proceedings of the First Lekantara Annual Conference on Public Administration, Literature, Social Sciences, Humanities, and Education, LePALISSHE 2021, August 3, 2021, Malang, Indonesia.
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Abstract
Studies have been conducted to analyze the role of source characteristics on purchase intention, yet results remain inconsistent. This present study was conducted to explore the intervening roles of some variables (attitude toward sources and attitude toward the brand) in mediating the relationship
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 14:58 |
| Last Modified: | 17 Apr 2026 07:01 |
| URI: | http://eprints.eai.eu/id/eprint/37295 |
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