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Keywords: Internet celebrity
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Journal Articles
Influence of self-disclosure of Internet celebrities on normative commitment: the mediating role of para-social interaction
Available to Purchase
Journal of Research in Interactive Marketing (2022) 16 (2): 292–309.
Published: 17 August 2021
...Edward Shih-Tse Wang; Fang-Tzu Hu Purpose For Internet celebrities, self-disclosure (SD) is a crucial step in building relationships with their followers who perceive this communication as para-social interaction (PSI), which facilitates socialization among followers. Normative commitment (NC...
Journal Articles
The impact of Internet celebrity characteristics on followers' impulse purchase behavior: the mediation of attachment and parasocial interaction
Available to Purchase
Journal of Research in Interactive Marketing (2021) 15 (3): 483–501.
Published: 18 June 2021
...Tser Yieth Chen; Tsai Lien Yeh; Fang Yu Lee Purpose This study aims to investigate the relationship between Internet celebrity characteristics and the follower's impulse purchase behavior in YouTuber. Attachment and parasocial interaction are mediating variables concerning the impact of Internet...
