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Keywords: Parasocial relationship
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Journal Articles
Journal:
International Marketing Review
International Marketing Review 1–34.
Published: 28 August 2026
... based on the gaps in the literature. Originality/value The article is the first to comprehensively define SMI credibility based on perceived believability and parasocial relationships. An integrative framework for a holistic view of SMI marketing is conceptualized, and a clear research agenda...
Includes: Supplementary data
