Kim, Ji-Young; Ko, Sung-Hoon; Choi, Yongjun - In: South African journal of business management 55 (2024) 1, pp. 1-12
parasocial interaction) on forming follower brand trust and identification. Design/methodology/approach: This study included 286 … positively related to follower brand trust and brand identification, and brand trust had a positive relationship with brand … identification. The mediating effect of brand trust in the positive relationships between social influencer characteristics and brand …
