Parasocial relationship via reality TV and social media: its implications for celebrity endorsement

Parasocial relationship via reality TV and social media: its implications for celebrity endorsement

The purpose of this study was to explore the ways in which audiences build parasocial relationships with media characters via reality TV and social media, and its implications for celebrity endorsement and purchase intentions. Using an online survey, this study collected 401 responses from the Korea...

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Bibliographic Details
Main Authors: CHUNG, Siyoung, Cho, Hichang
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2014
Subjects:
Reality TV
Social Media
Parasocial Relationship
Celebrity Endorsement
Credibility
Purchase Intention
Advertising and Promotion Management
Business
Public Relations and Advertising
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/4330
https://ink.library.smu.edu.sg/context/lkcsb_research/article/5329/viewcontent/PasasocialRelationship.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/4330
https://ink.library.smu.edu.sg/context/lkcsb_research/article/5329/viewcontent/PasasocialRelationship.pdf

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