Parasocial relationships and social media interactions: building brand credibility and loyalty

Purpose – This paper aims to explore how parasocial relationships with Korean celebrity endorsers on social media result in brand credibility and loyalty. Design/methodology/approach – The participants were identified through a purposive sampling approach, and they were composed of consumers who pur...

詳細記述

書誌詳細

出版年:	Spanish Journal of Marketing-ESIC
主要な著者:	Jean Paolo Gomez Lacap, Mary Rose Maharlika Cruz, Antonino Jose Bayson, Richard Molano, John Gilbert Garcia
フォーマット:	論文
言語:	英語
出版事項:	Emerald Publishing 2024-01-01
主題:	Parasocial relationships Social media Brand credibility Brand loyalty Self-disclosure Social media interactions
オンライン･アクセス:	https://www.emerald.com/insight/content/doi/10.1108/SJME-09-2022-0190/full/pdf