How Parasocial Relationship and Influencer-Product Congruence Shape Audience’s Attitude Towards Product Placement in Online Videos: The Mediation Role of Reactance

INTRODUCTION: Social media enable advertisers to promote products by placing ads into videos posted by social media influencers. However, according to psychological reactance theory, any persuasive attempt may evoke reactance. Therefore, how to minimize the audience’s potential resistance to product...

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Detalles Bibliográficos
Autores principales: Du, Yuetong, Rui, Jian Raymond, Yu, Nan
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Dove 2023
Materias:
Original Research
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10124576/
https://www.ncbi.nlm.nih.gov/pubmed/37101721
http://dx.doi.org/10.2147/PRBM.S406558

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10124576/
https://www.ncbi.nlm.nih.gov/pubmed/37101721
http://dx.doi.org/10.2147/PRBM.S406558

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