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Keywords: Parasocial interaction
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (8): 2174–2200.
Published: 05 April 2021
.... Need for belonging serves as a sociality moderator in strengthening the mediating effects of perceived anthropomorphism on brand attachment and brand experience, respectively. Parasocial interaction serves as an effectance moderator in augmenting the mediating effects of perceived anthropomorphism...
