Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement
The purpose of this study was to explore the underlying mechanisms through which the use of social media affects endorser effectiveness. Based on theories related to parasocial relationships,self-disclosure, and celebrity endorsement, this study proposed a theoretical research model and empirically...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2017
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research_all/7 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1012&context=lkcsb_research_all |
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| Institution: | Singapore Management University |
| Language: | English |