Social media user-influencer congruity: An analysis of social media platforms parasocial relationships

Nida Tafheem, Hatem El-Gohary, Rana Sobh

    Research output: Contribution to journalArticlepeer-review

    12 Citations (SciVal)
    Original languageEnglish
    JournalInternational Journal of Customer Relationship Marketing and Management
    Volume13
    Issue number1
    DOIs
    Publication statusPublished (VoR) - 1 Jan 2022

    Keywords

    • Beauty Industry
    • Celebrity Endorsements
    • Customer Engagement
    • Influencer Marketing
    • Para Social Interaction Theory
    • Self-Congruity Theory
    • Social Media Influencer

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