Understanding the Impacts of Parasocial Relationships in Influencer Marketing
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
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
COinS
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.