...Sunghee Jun; Jisu Yi Purpose This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment...

... Textual analysis of the focus groups revealed that consumers follow celebrities on social media to obtain career and personal information about the celebrity. Further, authenticity and emotional attachment were identified as favorable aspects of following celebrities on social media. An empirical study...

...Jiyoung Hwang; Jay Kandampully Purpose This study aims to investigate the roles of three emotional factors (self‐concept connection, emotional attachment, and brand love) in the context of younger consumer‐luxury brand relationships. Design/methodology/approach The main data collection...

... and aims to offer a complementary perspective to understand emotional attachment to brands. Design/methodology/approach A series of four studies developed and validated a three‐factor, 12‐item measurement scale for brand romance using exploratory and confirmatory factor analyses. Reliability...