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

@inproceedings{Labrecque2015FosteringC,
  title={Fostering Consumer – Brand Relationships in Social Media Environments : The Role of Parasocial Interaction},
  author={Lauren I. Labrecque},
  year={2015}
}
  • Lauren I. Labrecque
  • Published 2015
As brands solidify their place in social media environments, consumers' expectations have amplified, thus spurring the development of technologies to assist with the engagement process. Understanding the ways in which brands can preserve the one-to-one characteristics and intimate relationship qualities offered by social media while still meeting consumer expectations amidst the escalating volume of interactions has become essential. Drawing on the communications literature, this research… CONTINUE READING

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