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Keywords: Parasocial relationships
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Journal Articles
How fashion influencers drive consumers’ online brand-related activities (COBRAs)
Available to Purchase
Journal of Fashion Marketing and Management: An International Journal (2026) 30 (1): 115–132.
Published: 11 September 2025
... (PLS-SEM). Findings The results indicate that attractiveness and trustworthiness play key roles in fostering parasocial relationships. However, expertise does not have a significant influence on parasocial relationships. Furthermore, parasocial relationships positively influence all three...
