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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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2014
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| Subjects: | |
| 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 |