Self-construal on brand fan pages: The mediating effect of para-social interaction and consumer engagement on brand loyalty

EH Kim, D Yoo, SJ Doh - Journal of Brand Management, 2021 - Springer
Social media is a powerful tool for brands to entice and retain customers. However, research
on how para-social interaction (PSI) through social media leads to brand loyalty is lacking …
被引用次数：36 相关文章

Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty

EH Kim, D Yoo, SJ Doh - Journal of Brand Management, 2021 - econpapers.repec.org
Social media is a powerful tool for brands to entice and retain customers. However, research
on how para-social interaction (PSI) through social media leads to brand loyalty is lacking …

Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty

EH Kim, D Yoo, SJ Doh - JOURNAL OF BRAND …, 2021 - scholarworks.bwise.kr
Social media is a powerful tool for brands to entice and retain customers. However, research
on how para-social interaction (PSI) through social media leads to brand loyalty is lacking …

Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty

EH Kim, D Yoo, SJ Doh - Journal of Brand Management, 2021 - ideas.repec.org
Social media is a powerful tool for brands to entice and retain customers. However, research
on how para-social interaction (PSI) through social media leads to brand loyalty is lacking …