KOREASCHOLAR

STUDY ON THE INFLUENCING OF SOCIAL MEDIA INFLUENCERS ON ADVERTISING VALUE: THE MODERATING EFFECT OF PARASOCIAL RELATIONSHIP

Chunlin Yuan, Shuman Wang, Yue Liu
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/410228
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Global Fashion Management Conference
2021 Global Fashion Management Conference at Seoul (2021.11)
p.156
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
social media influencerbrand equityparasocial relationshipadvertising valueinfluencer marketing
Author
  • Chunlin Yuan(Business Management Institute of Henan University)
  • Shuman Wang(Business Management Institute of Henan University)
  • Yue Liu(Business Management Institute of Henan University)