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An Examination of the Moderating Role of Consumer-Brand Relationships on Influencer Parasocial Relationships and Online Impulse Buying.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	An Examination of the Moderating Role of Consumer-Brand Relationships on Influencer Parasocial Relationships and Online Impulse Buying./
Author:	Okono, Antoinette J.
Description:	1 online resource (209 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-10, Section: A.
Contained By:	Dissertations Abstracts International85-10A.
Subject:	Web studies. -
Online resource:	click for full text (PQDT)
ISBN:	9798382220949

An Examination of the Moderating Role of Consumer-Brand Relationships on Influencer Parasocial Relationships and Online Impulse Buying.
Okono, Antoinette J.

An Examination of the Moderating Role of Consumer-Brand Relationships on Influencer Parasocial Relationships and Online Impulse Buying. - 1 online resource (209 pages)

Source: Dissertations Abstracts International, Volume: 85-10, Section: A.

Thesis (Ph.D.)--University of South Alabama, 2024.

Includes bibliographical references

Influencer parasocial relationships, illusory relationships between social media influencers and their followers, serve as one of the greatest predictors of online consumer behavior as well as the basis for emotional attachment for consumers, worldwide. The phenomenon has been the subject of much research and the construct that researchers have used to find support for behavior. While research within the past decade has focused on predictors of various behavior, no research exists to explore the weakening effect impact of consumer-brand relationship constructs, brand attachment, oppositional brand loyalty, and brand commitment, on influencer parasocial relationships producing online impulse buying behavior. Limited studies exist to empirically test parasocial relationships and oppositional brand loyalty. This study was the first to conceptually and empirically test this possible effect of consumer-brand relationships on parasocial relationships leading to impulse buying through a concise theoretical framework.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798382220949Subjects--Topical Terms:

1148502
Web studies.
Subjects--Index Terms:

Consumer-brand relationshipsIndex Terms--Genre/Form:

554714
Electronic books.

An Examination of the Moderating Role of Consumer-Brand Relationships on Influencer Parasocial Relationships and Online Impulse Buying.
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