Parasocial relationships and social media interactions : building brand credibility and loyalty
Jean Paolo Gomez Lacap, Mary Rose Maharlika Cruz, Antonino Jose Bayson, Richard Molano, John Gilbert Garcia
| Year of publication: |
2024
|
|---|---|
| Authors: | Lacap, Jean Paolo Gomez ; Cruz, Mary Rose Maharlika ; Bayson, Antonino Jose ; Molano, Richard ; Garcia, John Gilbert |
| Published in: |
Spanish journal of marketing. - Bingley : Emerald, ISSN 2444-9709, ZDB-ID 2924966-1. - Vol. 28.2024, 1, p. 77-97
|
| Subject: | Brand credibility | Brand loyalty | Parasocial relationships | Redes sociales | Self-disclosure | Social media | Social media interactions | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Glaubwürdigkeit | Credibility | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markentreue | Markenimage | Brand image | Markenartikel | Brand |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/SJME-09-2022-0190 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015190162