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} }
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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