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

@inproceedings{Yang2020AntecedentsOM,
  title={Antecedents of Microblogging Users’ Purchase Intention Toward Celebrities’ Merchandise: Perspectives of Virtual Community and Fan Economy},
  author={Aoyi Yang and KyuJin Shim},
  year={2020}
}
  • Aoyi Yang, KyuJin Shim
  • Published 2020
  • Business
  • Article history Received: 14 January 2020 Accepted: 21 April 2020 Published Online: 30 April 2020 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… CONTINUE READING

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