Figure 1.
A conceptual model shows how parasocial interaction influences the bandwagon effect through vicarious expression, e W O M, and attitude, with several hypothesised pathways (H1 to H6).The diagram illustrates a structural relationship among five constructs: parasocial interaction, vicarious expression, e W O M (electronic word of mouth), attitude, and the bandwagon effect. Parasocial interaction leads to vicarious expression (H1) and e W O M (H2). Vicarious expression affects attitude (H3) and e W O M (H 6 a), while e W O M influences attitude (H4) and the bandwagon effect (H 5 b). Attitude contributes to the bandwagon effect (H 5 a, H 5 c).

A proposed conceptual model

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