“Friendship with a Brand”: Parasocial Interaction with Burger Brands on Social Media
The present study represents a content analysis of the efforts of real-world brands to facilitate parasocial interaction with their followers. The researcher examined these social media exchanges through the scope of parasocial interaction theory, uncertainty reduction theory, and social response th...
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| Format: | Others |
| Language: | English |
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Digital Commons @ East Tennessee State University
2018
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| Online Access: | https://dc.etsu.edu/etd/3417 https://dc.etsu.edu/cgi/viewcontent.cgi?article=4850&context=etd |