Tsiotsou, Rodoula H - In: Journal of Service Management 27 (2016) 2, pp. 91-116
is the first study that examines parasocial and social relationships in tandem and their role in developing loyal … relationships with service brands. It also confirms that social relationships in a service setting play a significant role in … from 298 Facebook consumers. Findings – The study confirms the proposed model and suggests that parasocial and social …