Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement

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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書目詳細資料
Main Authors:	CHUNG, Siyoung, CHO, Hichang
格式:	text
語言:	English
出版:	Institutional Knowledge at Singapore Management University 2017
主題:	Celebrity Endorsement Social Media Marketing Parasocial Relationships Brand Endorser Korean Wave fans Singapore Asian Studies
在線閱讀:	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
標簽:	添加標簽沒有標簽, 成為第一個標記此記錄!
機構:	Singapore Management University
語言:	English

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