Publication | Closed Access

Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge

Online Customer BehaviorViral MarketingSocial MediaDigital MarketingConsumer EngagementMedia EffectsInteractive MarketingDigital CelebritiesPersuasion KnowledgeConsumer ResearchManagementParasocial RelationshipSocial InfluenceConsumer BehaviorCommunicationArtsMarketingPersuasion