Exploring the mediating effect of relational quality on brand advocacy: The role of parasocial relationship among millennials in Indonesia
Aryo Bismo,
Harjanto Prabowo,
Pantri Heriyati
et al.
Abstract:This article aims to investigate the influence of parasocial relationships and relational quality on brand advocacy among Indonesian millennials in the social media era. The study seeks to identify the factors that impact brand advocacy among this demographic group and examine the connection between parasocial relationships, relational quality, and their effects on brand advocacy. The research hypotheses propose that both parasocial relationships and relational quality significantly affect brand advocacy among… Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.