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CEO as the face of the brand: how parasocial bonds drive consumer trust and purchase intention among Gen Z

Ariyaporn Sakulsom

International Journal of Electronic Business2026https://doi.org/10.1504/ijeb.2026.10076557article
AJG 1
Weight
0.50

What the paper says

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https://doi.org/https://doi.org/10.1504/ijeb.2026.10076557

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@article{ariyaporn2026,
  title        = {{CEO as the face of the brand: how parasocial bonds drive consumer trust and purchase intention among Gen Z}},
  author       = {Ariyaporn Sakulsom},
  journal      = {International Journal of Electronic Business},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1504/ijeb.2026.10076557},
}

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CEO as the face of the brand: how parasocial bonds drive consumer trust and purchase intention among Gen Z

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.