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Controversial product advertising in China : perceptions of three generational cohorts

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Measuring the impact of celebrity endorsement on consumer behavioural intentions : a study of Malaysian consumers

Kok Wei Khong; Wu, You Li - In: International journal of sports marketing & sponsorship 14 (2012/13) 3, pp. 157-177

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Conceptualizing persuasive messages using ELM in social media

Teng, Shasha; Kok Wei Khong; Wei Wei Goh - In: Journal of internet commerce 13 (2014) 1/4, pp. 65-87

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Conceptualising cues in social media

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Impact of athlete performance and brand social value on product involvement : a mediation role of celebrity endorsement in social media

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Examining the Impact of Online Advertising on Purchase Intentions

Khong, Kok Wei - 2010

Online advertising is a new platform for marketers to create awareness and increase brand equity. The aim of this paper is to examine the impact of online advertising on purchase intentions. Three features of online advertising were discussed and examined, i.e. multimedia, pictures and content...

Persistent link: https://www.econbiz.de/10014044367

Online Advertising : A Study on Malaysian Consumers

Jerome, Theresa; Shan, Leong Wai; Khong, Kok Wei - 2014

Online advertising is a new platform for marketers to create awareness and increase brand equity. The aim of this paper is to examine the impact of online advertising features on purchase intentions. Three features of online advertising were discussed and examined, i.e. multimedia, pictures and...

Persistent link: https://www.econbiz.de/10014193294