From Credibility to Connection: Exploring the Dynamics between Influencer Credibility and Parascocial Relationships
The rapidly evolving landscape of influencer marketing, particularly within the cosmetics industry, underscores the need to dissect the dynamics between influencer credibility and parasocial relationships. This thesis explores the multifaceted nature of influencer credibility— comprising attractiveness, expertise, trustworthiness, and similarity—and its role in cultivating strong parasocial relati