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    Social media user-influencer congruity: An analysis of social media platforms parasocial relationships

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    Social-Media-User-Influencer-Congruity -An-Analysis-of-Social-Media-Platforms-Parasocial-Relationships.pdf (753.3Kb)
    Date
    2022-01-01
    Author
    Tafheem, Nida
    El-Gohary, Hatem
    Sobh, Rana
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    Abstract
    This paper explores and inspects the effect of user-influencer congruence on social media platforms para-social relationships and consumer brand engagement (COBRA). In addition, the paper inspects the influence of para-social relationships on consumers brand in addition to the influence of social media platform type in moderating the effect of personality on para-social relationships and COBRA. A conceptual framework is developed to demonstrate the proposed relationships. Data was collected using online questionnaires, with 180 valid responses. The results suggest that user-influencer personality congruence is a salient predictor of para-social relationships and COBRA and that para-social relationship(s) have a substantial impact on customer brand engagement. Nevertheless, the results also indicated that social media platform type do not influence the relationship between congruity and para-social relationships or COBRA.
    URI
    https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85116993140&origin=inward
    DOI/handle
    http://dx.doi.org/10.4018/IJCRMM.289213
    http://hdl.handle.net/10576/45620
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    • Management & Marketing [‎755‎ items ]

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