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Browsing Commerce and Management by Author "Yang, Chia Yen"

Browsing Commerce and Management by Author "Yang, Chia Yen"

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  • Credibility of Tiktok Fashion Influencers on Millennials' Purchase Intention in Malaysia 
    Yap, Soon Hong; Yang, Chia Yen (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021)
    In this digital era, social media applications have greatly revamped the way people interact, engage, and communicate with each other. Spending on influencer marketing has increased significantly as marketers made it one ...
  • Personality on Internet Microcredit Consumption among Chinese Undergraduates 
    Lu, Han; Yang, Chia Yen (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021)
    Consumer credit has become a vital growth driver for China's consumer spending, contributing to overall retail sales of 32% in 2019, which has doubled from 15% in 2014. However, with the available borrowed money, it has ...

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