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Keywords: Relaciones parasociales
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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
... presente investigación explora cómo las relaciones parasociales con celebridades coreanas en las redes sociales generan credibilidad de marca y lealtad. Diseño/metodología/enfoque Los participantes se identificaron mediante un muestreo intencional y estaban compuestos por consumidores que compraban...
