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Keywords: Parasocial interactions
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Journal Articles
Social media marketing for luxury brands: parasocial interactions and empowerment for enhanced loyalty and willingness to pay a premium
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (8): 1138–1161.
Published: 19 September 2023
... openness positively influence social media brand communication, (2) social media brand communication and engagement are positive determinants for consumer empowerment and parasocial interactions, (3) consumer empowerment and parasocial interactions positively influence willingness to pay a premium and (4...
