Fair and lovely: building an integrated model to examine how peer influence mediates the effects of skin-lightening advertisements on college women in Singapore

Material TypeArticleLanguageEnglish
TitleFair and lovely: building an integrated model to examine how peer influence mediates the effects of skin-lightening advertisements on college women in Singapore Author(S)Stella C Chia (Author)
Abstract  In this study, we proposed an integrated model with which we suggested that perceptions of peers and interpersonal communication with peers each mediate the influence of skin-lightening\- advertisements on college women in a South Asian country - Singapore. The model is built based on the influence-of-presumed-influence model ...Paginationp189-211
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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