How Does Celebrity-Based Brand Endorsement Work in Social Media?—The Instagram Context
In social media, there is a prevalence of celebrity-based brand endorsement. How such endorsement works precisely, though, has received scant research. This study is thus designed to examine how consumers’ social media interaction affects parasocial relationships and self-disclosure. In addition, th...
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| Format: | Article |
| Language: | English |
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MDPI AG
2022-08-01
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| Series: | Social Sciences |
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| Online Access: | https://www.mdpi.com/2076-0760/11/8/342 |