Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction

  title={Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction},
  author={Lauren I. Labrecque},
  journal={Journal of Interactive Marketing},
  pages={134 - 148}
Factors affecting the development of consumer-brand relationships - The role of parasocial interaction -
The rapid growth in the popularity of social media sites has meant that social media has become an important communication channel for brands. Brands create brand pages on social media to cultivate
The role of parasocial relationship in social media marketing: testing a model among baby boomers
Purpose This study aims to apply parasocial relationship theory to understand the hospitality brand-consumer relationship on social media. Aiming to examine brand-initiated mechanisms that drive
Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective
This study adopts a brand relationship quality (BRQ) perspective to reveal the reason firms’ investments in social media-based brand communities should increase their social relationship marketing
The role of perceived firm social media interactivity in facilitating customer engagement behaviors
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Digital Storytelling and Parasocial Interaction for Brand-Consumer Relationship
Although parasocial interaction as an illusionary experience has been studied extensively in the offline environment, it has only recently attracted research attention in the digital marketing
Brand avatars: impact of social interaction on consumer–brand relationships
PurposeOver the past two decades, technology-facilitated communication between brand and consumer has become common. One way in which technology can be used to build brand relationships in the online
Fostering brand–consumer interactions in social media: the role of social media uses and gratifications
Purpose An increasing number of brands are using algorithms to embed brand-related content to targeted consumers’ social media pages. This paper aims to analyze how do consumers’ motives of using
Stages of Concern and Parasocial Interaction: Perception, Attitude, and Adoption of Social Media
  • R. Li, Shinyi Lin
  • Business
    2018 1st IEEE International Conference on Knowledge Innovation and Invention (ICKII)
  • 2018
The findings suggest that Gen X and Gen Y differ in the state of parasocial interaction including cognitive, affective, and behavioral perspectives, and the users possessing mobile devices of the same brand reveal higher state of Parasocial interaction.


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