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Home Current Archive Editorial board

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This study investigates how the reputation of social media influencers affects online prosocial behaviour, focusing on the sequential mediating roles of parasocial interaction and perceived homophily. Grounded in Source Credibility Theory, Parasocial Interaction Theory, the Similarity-Attraction Paradigm, and Social Cognitive Theory, the research a...

By N. Dhivya Lakshmi, Vijayakanthan Selvaraj