{"_buckets": {"deposit": "6f4ca29a-47ec-46f8-8af8-609c4ee9b278"}, "_deposit": {"created_by": 20, "id": "8346", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8346"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008346"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Parasocial Relationship Influence on Brand Engagement and Brand Loyalty of Millennial and Gen X", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The main objectives of this study to examine the effect of media-related factors on\nparasocial relationship with social influencers of millennials and Gen X, to analyze the\ninfluence of parasocial relationship on brand engagement of millennials and Gen X, to\nanalyze the effect of brand engagement on brand loyalty of millennials and Gen X. Six\nhundred and eighty-eight respondents are chosen for the analysis of this study, by using\nsimple random sampling method and one hundred and eighty-three respondents of\nmillennials and Gen X are participated. Survey is conducted with structured\nquestionnaires. According to the findings, media-related factors such as perceived selfdisclosure,\nperceived utilitarian benefits, perceived hedonic benefits and perceived\ninformation overload have positively significant effect to parasocial relationship between\ntop fans and social influencers among millennials and Gen X. Parasocial relationship has\npositively significant effect to online consumer brand engagement. Online consumer\nbrand engagement has positively significant impact on brand loyalty among millennials\nand Gen X. Therefore, facebook social influencers should focus on improving mediarelated\nfactors of parasocial relationship and business should work together with social\ninfluencers whose are good in parasocial relationship with their fans to improve brand\nengagement and brand loyalty."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-10-21"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Su Myat Thu, MBA-80, 24Bt..pdf", "filesize": [{"value": "746 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 746000.0, "url": {"url": "https://meral.edu.mm/record/8346/files/Su Myat Thu, MBA-80, 24Bt..pdf"}, "version_id": "c4d44942-39db-4296-b3ec-90337ab13cb1"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Myint Myint Kyi"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Su Myat Thu"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2022-07-01"}, "item_title": "Parasocial Relationship Influence on Brand Engagement and Brand Loyalty of Millennial and Gen X", "item_type_id": "21", "owner": "20", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8346", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2022-10-21"}, "publish_date": "2022-10-21", "publish_status": "0", "recid": "8346", "relation": {}, "relation_version_is_last": true, "title": ["Parasocial Relationship Influence on Brand Engagement and Brand Loyalty of Millennial and Gen X"], "weko_shared_id": -1}