Vlog and brand evaluations: the influence of parasocial interaction
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DOI: 10.1108/apjml-01-2018-0021
Abstract: Purpose The purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand… read more here.
Keywords: brand evaluations; brand; parasocial interaction; vlog brand ... See more keywords