Nguyen, Quynh Mai; Thanh Nguyen, Thi Phuong - 2020
The study aims to assess the influence of celebrity image (CI) on social media advertising (SMA) and the impacts of SMA on brand love in the Viet Nam fashion industry. The paper uses the quantitative method, with 450 offline responses. Cronbach’s Alpha, Exploratory Factor Analysis (EFA),...