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Mazzini Muda · Study

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Mazzini Muda

11 works· latest 2021· 2 institutionscluster: provisionalORCID 0000-0002-9708-7506

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Citations760

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Most cited in this library

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention2021 · 224 citations
The Impact of User – Generated Content (UGC) on Product Reviews towards Online Purchasing – A Conceptual Framework2016 · 176 citations
Online Purchase Behavior of Generation Y in Malaysia2016 · 115 citations
Celebrity Entrepreneur Endorsement and Advertising Effectiveness2014 · 101 citations
Breaking through the Clutter in Media Environment: How Do Celebrities Help?2012 · 42 citations

Works

11 shown

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

Journal of Research in Interactive Marketing·2021·2 authors

224citations

The Moderating Effect of Brand Trust on The Relationship Between Customer Brand Engagement and Brand Loyalty: A Conceptual Review

ADVANCES IN BUSINESS RESEARCH INTERNATIONAL JOURNAL·2020·3 authors·Open access

12citations

Celebrity Endorsement in Advertising: A double-edged Sword

Journal of ASIAN Behavioural Studies·2017·3 authors·Open access

34citations

The Impact of User – Generated Content (UGC) on Product Reviews towards Online Purchasing – A Conceptual Framework

Procedia Economics and Finance·2016·2 authors·Open access

176citations

Online Purchase Behavior of Generation Y in Malaysia

Procedia Economics and Finance·2016·3 authors·Open access

115citations

The Antecedents of Brand Experience within the National Automotive Industry

Procedia Economics and Finance·2016·4 authors·Open access

22citations

Conceptualization of Immersive Brand Experience (IBX) Measurement Scale of Emotion

Procedia Economics and Finance·2016·4 authors·Open access

10citations

Celebrity Entrepreneur Endorsement and Advertising Effectiveness

Procedia - Social and Behavioral Sciences·2014·4 authors·other·Open access

101citations

The Important Role of Self-Efficacy in Determining Entrepreneurial Orientations of Malay Small Scale Entrepreneurs in Malaysia

International Journal of Management Studies·2014·5 authors·Open access

15citations

Breaking through the Clutter in Media Environment: How Do Celebrities Help?

Procedia - Social and Behavioral Sciences·2012·3 authors·other·Open access

42citations

Determinants of attitude toward celebrity-endorsed advertisements: A conceptual model

·2010·3 authors·other

9citations