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Keywords: Parasocial interaction
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (3): 375–396.
Published: 17 November 2025
... as an important concept in marketing literature. This study aims to investigate the role of parasocial interactions ( PSI ) in generating the bandwagon effect, using the parallel mediation of vicarious expression and electronic word of mouth (eWOM). Design/methodology/approach Framed within the context...
