The effects of parasocial relationship on source credibility and the consumer-based brand equity connection in the context of brand-opinion leader collaborations on social media

Venciute, Dominyka; Degulyte, Aurelija; Correia, Ricardo; Lapinskiene, Ruta; Skudiene, Vida

http://hdl.handle.net/10198/30194

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Keywords

Parasocial relationship Social media Consumer-based brand equity Source credibility

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http://hdl.handle.net/10198/30194

Citation

Venciute, Dominyka; Degulyte, Aurelija; Correia, Ricardo; Lapinskiene, Ruta; Skudiene, Vida. (2024) The effects of parasocial relationship on source credibility and the consumer-based brand equity connection in the context of brand-opinion leader collaborations on social media. Diversity Vienna CMC24. University of Vienna. p.197-201. ISBN 978-3-200-09859-6