The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Digital Storytelling and Parasocial Interaction for Brand-Consumer Relationship
Abstract
Although parasocial interaction as an illusionary experience has been studied extensively in the offline environment, it has only recently attracted research attention in the digital marketing literature. In fact, since parasocial interactions are mediated relationships which involve a medium, it is expected that parasocial behavior will be present in Internet mediated contexts. In this sense, researchers and marketers know little about what online parasocial interaction is and how it works from brand-consumer relationship perspective. Digital storytelling components are underlined as important components in the relationship marketing literature to build trust and develop interpersonal relationships. In the light of this argument, the purpose of this study is, by examining various cases, to reveal the relationship between digital storytelling and parasocial interaction as a new and fresh perspective that needs to be emphasized in technology applications for effective customer engagement.
Related Content
|
Ashish Prithviraj Ramlakan, Ruchi Gupta, Sardar M. N. Islam, Yuan Miao.
© 2024.
43 pages.
|
|
Gideon Awini, Alhassan Abdul-Rasheed Alolo Akeji, Mohammed Majeed, Kobby Mensah.
© 2024.
23 pages.
|
|
Amin Ayarnah, Kobby Mensah, Raphael Odoom, Noel Nutsugah.
© 2024.
22 pages.
|
|
Gideon Awini.
© 2024.
16 pages.
|
|
Fatawu Alhassan, Stanley Cowther, Sussana Antwi-Boasiako, Alamu Elizabeth Kehinde, Amodaah Deborah Apusiyine.
© 2024.
12 pages.
|
|
Chabi Gupta.
© 2024.
13 pages.
|
|
S. Baranidharan.
© 2024.
33 pages.
|
|
|