The impact of parasocial interaction toward prospective students' intention to enrol in a university and share information through electronic word-of-mouth
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DOI: 10.1504/ijbir.2020.104813
Abstract: Nowadays, fierce competition among universities in acquiring prospective students is driving universities to make changes in their marketing activities. Inspired by the concept of parasocial interaction, the authors researched whether parasocial interaction could be used… read more here.
Keywords: intention enrol; prospective students; parasocial interaction; interaction ... See more keywords