This paper considers the phenomenon of parasocial interaction (PSI) used by media
researchers to describe the relationship between media users and media figures (from …

Reducing the extent and persuasive power of marketing unhealthy foods to children
worldwide are important obesity prevention goals. Research is limited to understand how …

Digitally created online celebrities (so-called virtual influencers) have appeared on various
social media and video streaming platforms. While the scientific community has recently …

Digital celebrities found on social media platforms are found to be successful in endorsing
brands and products, and influencing purchase intentions of their followers. However …

Abstract Grounded in Bandura's (2001) social cognitive theory of mass communication and
Giles'(2002) model of parasocial relationship (PSR) development, the current research …

The ability of digital influencers to convert their followers into paying customers relies heavily
on the followers'“stickiness”, a topic that has not been adequately investigated in the existing …

Purpose Influencer marketing is a newer interactive marketing model that has attracted the
attention of scholars and marketers. The study aimed to examine the mediation role of …

Watching online videos is becoming an important part of children's media diets. Children
particularly like content that is specifically created for YouTube by YouTube personalities …

When the anthropologist Donald Horton and the sociologist R. Richard Wohl published their
essay on parasocial interactions (PSI) and parasocial relation ships (PSR), titled “Mass …

Social commerce, a recent branch of e-commerce, has made the experience of consumers
on social commerce platform (SCP) different from other contexts, as the consumers have …