تصفح College of Business and Economics حسب المؤلف "Tafheem, Nida"
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Social media user-influencer congruity: An analysis of social media platforms parasocial relationships
Tafheem, Nida; El-Gohary, Hatem; Sobh, Rana ( IGI Global Publishing , 2022 , Article)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 ...