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Keywords: Medium characteristics
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (5): 653–674.
Published: 23 February 2026
... Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Parasocial interactions Parasocial relationships Social media Influencer marketing Medium characteristics Marketing outcomes UCSI University REIG-GBS-2024/040 Marketers increasingly...
