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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/157249

Title:	Developing the trans-parasocial relations scale for measuring engagement with influencer marketing
Authors:	陳冠儒;林芝璇 Chen, Kuan-Ju;Lin, Jhih-Syuan;Lee, Chia-Chi
Contributors:	企管系;傳播學院
Date:	2025-07
Issue Date:	2025-06-05
Abstract:	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.
Relation:	2025 AMS World Marketing Congress, Academy of Marketing Science
Data Type:	conference
Appears in Collections:	[企業管理學系] 會議論文 [傳播學院] 會議論文

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