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Parasocial Relationship Influence on Brand Engagement and Brand Loyalty of Millennial and Gen X (Su Myat Thu, 2022)

https://meral.edu.mm/records/8346
23ade259-d77e-40b2-88da-6bfcb4e25b86
ffb9b802-027b-4786-a76c-656f4d9515f9
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Su Su Myat Thu, MBA-80, 24Bt..pdf (746 KB)
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Thesis
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Title
Title Parasocial Relationship Influence on Brand Engagement and Brand Loyalty of Millennial and Gen X (Su Myat Thu, 2022)
Language en
Publication date 2022-07-01
Authors
Su Myat Thu
Description
The main objectives of this study to examine the effect of media-related factors on
parasocial relationship with social influencers of millennials and Gen X, to analyze the
influence of parasocial relationship on brand engagement of millennials and Gen X, to
analyze the effect of brand engagement on brand loyalty of millennials and Gen X. Six
hundred and eighty-eight respondents are chosen for the analysis of this study, by using
simple random sampling method and one hundred and eighty-three respondents of
millennials and Gen X are participated. Survey is conducted with structured
questionnaires. According to the findings, media-related factors such as perceived selfdisclosure,
perceived utilitarian benefits, perceived hedonic benefits and perceived
information overload have positively significant effect to parasocial relationship between
top fans and social influencers among millennials and Gen X. Parasocial relationship has
positively significant effect to online consumer brand engagement. Online consumer
brand engagement has positively significant impact on brand loyalty among millennials
and Gen X. Therefore, facebook social influencers should focus on improving mediarelated
factors of parasocial relationship and business should work together with social
influencers whose are good in parasocial relationship with their fans to improve brand
engagement and brand loyalty.
Thesis/dissertations
Yangon University of Economics
Dr. Myint Myint Kyi
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0
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