KOREASCHOLAR

THE EFFECTS OF PARA-SOCIAL INTERACTION ON ONLINE CELEBRITY ENDORSEMENT

Boyi Liu
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/423107
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.1023-1025
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research investigated the effects of para-social interaction (PSI) in online and traditional celebrity endorsements. The data was collected by distributing questionnaire sets. And covariance structural equation modeling was used to analyze the model. The findings showed that para-social interaction is the moderator variable in the online celebrity endorsement effect.

Keyword
Online celebrity endorsementTraditional celebrity endorsementPara-social interactionSocial media
Author
  • Boyi Liu(Kobe University, Japan)