Prajogo, Wisnu, Master of Management Program, STIE YKPN School of Business, Yogyakarta, Indonesia
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JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen Vol. 17 No. 1 (2020): JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen - Articles
The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality
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