Browsing Theses/Dissertations - Journalism, Public Relations and New Media by Subject "consumer-brand relationship theory, social influence theory, para-social interaction theory, intimacy, perceived interconnectedness, celebrity endorsement, influencer marketing, social media marketing, independent t-test"
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Intimacy issues : a content analysis of intimacy levels and engagement rates between celebrities and influencers. (2018-04-30)The development of social media marketing has amplified the value of peer recommendations, leading brands to utilize the inclusive nature of Instagram to employ celebrity endorsement and/or influencer techniques. Though ...