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, DominykaDegulyte, AurelijaCorreia, RicardoLapinskiene, RutaSkudiene, Vida2024-08-262024-08-262024Venciute, 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 978-3-200-09859-6978-3-200-09859-6http://hdl.handle.net/10198/30194engParasocial relationshipSocial mediaConsumer-based brand equitySource credibilityThe effects of parasocial relationship on source credibility and the consumer-based brand equity connection in the context of brand-opinion leader collaborations on social mediaconference object10.25365/phaidra.507