HOW PARASOCIAL RELATIONSHIPS ON INSTAGRAM BETWEEN USERS AND BRANDS CONTRIBUTE TO EQUITY VALUE, BRAND EQUITY, RELATIONSHIP EQUITY, AND INTENT TO PURCHASE

Winter, JeniferArakaki, Jacqueline Akemi2022-07-052022-07-052022https://hdl.handle.net/10125/102203CommunicationBrand EquityInstagramIntent to PurchaseParasocial RelationshipSocial Media MarketingHOW PARASOCIAL RELATIONSHIPS ON INSTAGRAM BETWEEN USERS AND BRANDS CONTRIBUTE TO EQUITY VALUE, BRAND EQUITY, RELATIONSHIP EQUITY, AND INTENT TO PURCHASEThesis