Be my friend! Cultivating parasocial relationships with social media influencers: findings from PLS-SEM and fsQCA.
Eugene Cheng-Xi AwGarry Wei-Han TanStephanie Hui-Wen ChuahKeng-Boon OoiNick HajliPublished in: Inf. Technol. People (2023)
Keyphrases
- social media
- social networks
- social networking
- online social networks
- social relationships
- viral marketing
- social network analysis
- partial least squares
- case study
- big data
- latent variables
- influence propagation
- neural network
- social activities
- information diffusion
- social influence
- social behavior
- social capital
- social media data
- least squares