Akhtar, Mohd Junaid; Nagvanshi, Sarita - In: Redefining the Future of Digital Marketing With Virtual …, (pp. 151-180). 2025
In today's digitally driven world, human interaction has transformed significantly, particularly with the emergence of parasocial relationships and virtual influencers. This chapter applies Horton and Wohl (1956) parasocial interaction (PSI) framework to critically analyze how audiences connect...