Gratifications Theory

Examine the role of brand attitude on consumer purchasing intentions.

1.3 Aim To test the applicability of a theoretical theme of Uses and Gratifications Theory (U&G) on how Thai people seek for media on their choice of fast-moving consumer goods (FMCG). 1.4 Research Objectives RO1: To determine the relationship between opinion leader entertainment post and brand attitudes. RO2: To determine the relationship between opinion leader […]

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