... as a relationship-building tool. This study is designed to investigate the relationship between vlog-viewing and audiences’ purchase behaviors of influencer-recommended products through the impacts of influencer–follower interactions, perceived influencer credibility and parasocial relationships. Design...

...Nicky Chang Bi; Ruonan Zhang Purpose Influencer marketing is a newer interactive marketing model that has attracted the attention of scholars and marketers. The study aimed to examine the mediation role of influencer credibility (IC) and the moderation role of self-esteem in the effects...