Understanding the Impacts of Parasocial Relationships in Influencer Marketing

Presenter Information

Emily Grande

Abstract

This study investigates how parasocial relationships and the personal norms of sustainability, impulse buying, and social media use impact purchase intention and buying behavior when viewing influencer-promoted content.

Status

Undergraduate

Department

Business Administration

College

Honors Tutorial College

Campus

Athens

Faculty Mentor

Weeks, Jessica

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Understanding the Impacts of Parasocial Relationships in Influencer Marketing

This study investigates how parasocial relationships and the personal norms of sustainability, impulse buying, and social media use impact purchase intention and buying behavior when viewing influencer-promoted content.