The Study of Para-Social Interaction With E-Word-of-Mouth for Influencer Marketing by Complex Computing
Volume: 34, Issue: 3, Pages: 1 - 15
Published: Oct 8, 2021
Abstract
The purpose of this study was focused on exploring the relationship among the fans’ preferences, fans’ para-social interaction, and fans’ word-of-mouth. A survey consisted of 21 items based on the literature review and developed by this study. An online survey was distributed to the users of YouTube in Taiwan. A total of 606 valid samples was collected by survey. The instrument passed the reliability and validity test. Further, the data process...
Paper Details
Title
The Study of Para-Social Interaction With E-Word-of-Mouth for Influencer Marketing by Complex Computing
Published Date
Oct 8, 2021
Volume
34
Issue
3
Pages
1 - 15
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