Antecedents of Microblogging Users’ Purchase Intention Toward Celebrities’ Merchandise: Perspectives of Virtual Community and Fan Economy

  title={Antecedents of Microblogging Users’ Purchase Intention Toward Celebrities’ Merchandise: Perspectives of Virtual Community and Fan Economy},
  author={Aoyi Yang and Kyujin Shim},
  journal={Journal of Psychological Research},
  • Aoyi YangK. Shim
  • Published 30 April 2020
  • Business
  • Journal of Psychological Research
Over the last few decades, cross-fertilization between marketing and fandom studies in a mediated world has been rare, hindering the knowledge development for marketing practitioners in the Chinese fan economy context. The purpose of this study is to find and establish a conceptual framework that includes Online Interaction (OI), Parasocial Relationships (PSR) and virtual fan communities on Weibo, and how these contributory factors embedded in the interplay process of digital fandom practices… 

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