Psychology and Marketing· 2017Q1
Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement
- 766citations
- Q1SCImago
- 2017year
Short summary
Consumers' parasocial interactions with celebrities via social media positively impact celebrity endorsement effectiveness, mediated by self-disclosure and source trustworthiness.
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Literature and Literary TheoryArts and Humanities