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Keywords: 品牌可信度
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Journal Articles
Parasocial relationships and social media interactions: building brand credibility and loyalty
Open AccessJean Paolo Gomez Lacap, Mary Rose Maharlika Cruz, Antonino Jose Bayson, Richard Molano, John Gilbert Garcia
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2024) 28 (1): 77–97.
Published: 02 August 2023
...Jean Paolo Gomez Lacap; Mary Rose Maharlika Cruz; Antonino Jose Bayson; Richard Molano; John Gilbert Garcia 目的 本研究探讨了在社交媒体上与韩国名人的寄生关系如何建立品牌可信度和忠诚度。 设计 通过目的性抽样确定参与者, 包括购买韩国名人代言的电信公司产品和服务的消费者。研究设计使用偏最小二乘法（PLS）模型对假设关系进行预测测量。 结果 研究结果表明, 所有假设关系都得到了证实。特别是, 社交媒体互动对自我披露具有实质性的、积极的和显著的影响。此外, 自我披露对寄生关系也有明显的直接...
