The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectiveness

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Bibliographic Details
Published inJournal of marketing communications pp. 1 - 25
Main Authors Ferreira, Alcina Gaspar, Crespo, Cátia Fernandes, Ribeiro, Fábio Matos, Barreiros, Patrícia
Format Journal Article
LanguageEnglish
Published 19.02.2024
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ISSN:1352-7266
1466-4445
DOI:10.1080/13527266.2024.2318696