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Keywords: Parasocial relationships
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Journal Articles
Jean 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 Purpose This paper aims to explore how parasocial relationships with Korean celebrity endorsers on social media result in brand credibility and loyalty. Design/methodology/approach...
