Abstract
ABSTRACT Despite the contribution of livestreaming to the development of contemporary marketing, current livestreaming research still lacks a thorough understanding of the mechanism that drives consumer behavior, particularly in live tourism product marketing. Based on parasocial interaction and attachment theory, this study aims to investigate the mediation role of parasocial interaction between celebrity attachment, brand attitude, and immediate buying behavior in tourism product livestreaming. Our work demonstrates that parasocial interaction fully mediates celebrity attachment and brand attitude; but partially mediates celebrity attachment and immediate buying behavior. In addition, tourism stakeholders are provided with meaningful theoretical and practical implications.
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