THE INFLUENCE OF VTUBER VIEWERS' SELF-CONGRUITY AND CELEBRITY ATTACHMENTS ON CONSUMER ENGAGEMENT ON YOUTUBE
Social media engagement is important in building brand equity as a determinant of brand reputation that can be driven through self-congruity and celebrity attachment. However, there has been no research examining the relationship between self-congruity and celebrity attachment and their...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Department of Economic Development, Faculty of Business and Economic, Universitas Surabaya
2023-11-01
|
| Series: | Ekonomi dan Bisnis |
| Subjects: | |
| Online Access: | https://doi.org/10.24123/jeb.v27i2.5817 |