The Parasocial Relationships Between Influencers and Consumers:
This study examines the impact of one-to-many parasocial relationships between social media influencers and consumers on product attitudes and referrals using social comparison theory. Focusing on beauty and fashion social media influencers on YouTube, this study employs a structural equation model...
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| Main Authors: | , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2025-06-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/45/3/45_2025.032/_html/-char/en |
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