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What is Parasocial Relationships and Brand Loyalty about?

This research paper investigates how parasocial relationships with Korean celebrity endorsers on social media influence brand credibility and loyalty. The study finds that social media interactions significantly enhance self-disclosure, which in turn strengthens parasocial relationships and predicts source trustworthiness, ultimately leading to increased brand credibility and loyalty. This is the first study to specifically examine these dynamics in the context of Korean celebrities endorsing telecommunicat

Author

Matthew Pitogo

Language

EN