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Keywords: Marketing outcomes
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Journal Articles
Consumers’ parasocial interactions and relationships with online influencers: a systematic review
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing 1–22.
Published: 23 February 2026
... to synthesize existing literature through an organizing framework to examine how various antecedents influence these constructs and subsequent consumer behavior and marketing outcomes in the context of online influencer marketing. Design/methodology/approach A systematic literature review identified...
