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- W2887481986 abstract "Media Advertisement is a very effective tool of communicating message to its target audience, it is a combination of visual and audio communication and this makes awareness of products effective in target audience. Celebrity endorsement is commonly used to maximize the impact of an advertisement. Among the reasons for engaging celebrity in advertisement is to build product awareness. Since social media channels represent a challenge for marketers, so, the aim of this study is to explore the impact of social media on consumer buying behaviour for FMCG products." @default.
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- W2887481986 date "2018-01-01" @default.
- W2887481986 modified "2023-09-26" @default.
- W2887481986 title "The impact of advertising media strategy on consumer buying behaviour with special reference to FMCG products" @default.
- W2887481986 doi "https://doi.org/10.5958/2249-877x.2018.00025.5" @default.
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