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Cogent Social Sciences Volume 9, 2023 - Issue 2
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MEDIA & COMMUNICATION STUDIES

Is traditional media communication less effective than social media and personal selling for brand building? Empirical evidence from a cosmetics brand in Indonesia

Istijanto1 School of Business and Economics, Universitas Prasetiya Mulya, Jakarta, IndonesiaCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0003-4305-4888View further author information
ORCID Icon &
Ambara Purusottama1 School of Business and Economics, Universitas Prasetiya Mulya, Jakarta, IndonesiaORCID Iconhttps://orcid.org/0000-0003-2404-8394View further author information
ORCID Icon
Article: 2276620 | Received 22 Jul 2023, Accepted 25 Oct 2023, Published online: 07 Nov 2023

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