Parasocial bonds drive brand connection: How listener-host parasocial relationships enhance brand advocacy through emotional investment

Journal of Retailing and Consumer Services 2026

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Authors: Xiao Sun, Jingpeng Li

DOI: 10.1016/j.jretconser.2025.104712

Cited by: 3

References: 55

Fields of Study & Subjects

Media Influence and Health Radio Podcasts and Digital Media Public Relations and Crisis Communication

References 55