THE EFFECTS OF PARA-SOCIAL INTERACTION ON ONLINE CELEBRITY ENDORSEMENT
(주)코리아스칼라
- 최초 등록일
- 2023.07.31
- 최종 저작일
- 2023.07
- 3페이지/ 어도비 PDF
- 가격 3,000원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Boyi Liu
영어 초록
This research investigated the effects of para-social interaction (PSI) in online and traditional celebrity endorsements. The data was collected by distributing questionnaire sets. And covariance structural equation modeling was used to analyze the model. The findings showed that para-social interaction is the moderator variable in the online celebrity endorsement effect.
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