| dc.contributor | 企管系; 傳播學院 | - |
| dc.creator (作者) | 陳冠儒; 林芝璇 | - |
| dc.creator (作者) | Chen, Kuan-Ju;Lin, Jhih-Syuan;Lee, Chia-Chi | - |
| dc.date (日期) | 2025-07 | - |
| dc.date.accessioned | 2025-06-05 | - |
| dc.date.available | 2025-06-05 | - |
| dc.date.issued (上傳時間) | 2025-06-05 | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/157249 | - |
| dc.description.abstract (摘要) | In an attempt to precisely capture the dynamic nature between influencers and their followers/consumers, along with its marketing implications, this research develops the Trans-Parasocial Relations Scale to demystify the intricacy of influencer-consumer relationships beyond traditional parasocial theories. Through a series of empirical studies in the context of social media marketing, the results demonstrate the reliability, validity, and effectiveness of the scale to measure consumers’ engaging behavior with influencers. The findings contribute to further refining and validating the construct of trans-parasocial relations for filling both the theoretical and methodological gaps in influencer marketing. | - |
| dc.format.extent | 140 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 2025 AMS World Marketing Congress, Academy of Marketing Science | - |
| dc.title (題名) | Developing the trans-parasocial relations scale for measuring engagement with influencer marketing | - |
| dc.type (資料類型) | conference | - |
