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Keywords: Parasocial tendency
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing 1–20.
Published: 16 September 2026
...Athena Wei Chee Chong; Chien Duong; Michelle Stankovic; Billy Sung Purpose Parasocial processes shape consumer responses to influencer marketing. However, how dispositional parasocial tendency affects early-stage responses to unfamiliar, virtual influencers (VIs) remains unclear. This paper aims...
