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AuthorTafheem, Nida
AuthorEl-Gohary, Hatem
AuthorSobh, Rana
Available date2023-07-13T08:51:53Z
Publication Date2022-01-01
Publication NameInternational Journal of Customer Relationship Marketing and Management
Identifierhttp://dx.doi.org/10.4018/IJCRMM.289213
CitationTafheem, N., El-Gohary, H., & Sobh, R. (2022). Social media user-influencer congruity: An analysis of social media platforms parasocial relationships. International Journal of Customer Relationship Marketing and Management (IJCRMM), 13(1), 1-26.
ISSN1947-9247
URIhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85116993140&origin=inward
URIhttp://hdl.handle.net/10576/45620
AbstractThis 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.
Languageen
PublisherIGI Global Publishing
SubjectBeauty Industry
Celebrity Endorsements
Customer Engagement
Influencer Marketing
Para Social Interaction Theory
Self-Congruity Theory
Social Media Influencer
TitleSocial media user-influencer congruity: An analysis of social media platforms parasocial relationships
TypeArticle
Pagination1-26
Issue Number1
Volume Number13
ESSN1947-9255
dc.accessType Open Access


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