ABSTRACT
    Introduction
Theoretical development
    Para-social Relationships and social media
    The factors affecting PSR
    Effect of PSR on consumers’ social identity
    The relationship PSR and self-transformation
    Purchase intention of vegetarian food products
Research design
REFERENCES

• Dongmin Lee(Gangneung-Wonju National University)
• Junghoon Moon(Seoul National University)
• Jihyeon Lee(Seoul National University)