Influencers As Endorsers and Followers As Consumers: Exploring the Role of Parasocial Relationship, Congruence, and Followers’ Identifications on Consumer–Brand Engagement

Xiaofan Weia University of Florida, Gainesville, Florida, USACorrespondence[email protected]
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Huan Chena University of Florida, Gainesville, Florida, USA

https://orcid.org/0000-0003-2240-7381 View further author information

Artemio Ramirezb University of South Florida, Tampa, Florida, USAView further author information

Yongwoog Jeonc Northern Illinois University, DeKalb, Illinois, USA

https://orcid.org/0000-0001-5927-7707 View further author information

Yao Sunb University of South Florida, Tampa, Florida, USAView further author information

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Dongchan Lee & Chang-Dae Ham. (2023) AI versus Human: Rethinking the Role of Agent Knowledge in Consumers’ Coping Mechanism Related to Influencer Marketing. Journal of Interactive Advertising 23:3, pages 241-258.
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Zeph M. C. van Berlo, Eva A. van Reijmersdal & Guda van Noort. (2023) Experiencing Branded Apps: Direct and Indirect Effects of Engagement Experiences on Continued Branded App Use. Journal of Interactive Advertising 23:1, pages 73-83.
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Influencers As Endorsers and Followers As Consumers: Exploring the Role of Parasocial Relationship, Congruence, and Followers’ Identifications on Consumer–Brand Engagement

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Influencers As Endorsers and Followers As Consumers: Exploring the Role of Parasocial Relationship, Congruence, and Followers’ Identifications on Consumer–Brand Engagement

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