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Keywords: Psychological well-being
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2026) 44 (1): 22–42.
Published: 22 May 2025
...Jihye Kim; Minseong Kim Purpose With the rise of virtual influencers (VIs) in digital marketing, their role in fostering parasocial relationships with followers has gained significant attention. However, few studies have examined how these interactions influence followers’ psychological well-being...
