COVID-19 messages in sponsored social media posts: The positive impact of influencer-brand fit and prior parasocial interaction

This study explores the dissemination potential of a COVID-19 message embedded in a sponsored social media post. The moderating role of prior parasocial interaction and influencer-brand fit were considered. 365 respondents participated in the study. A 3 (control, congruent, incongruent brand) × 2 (c...

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Detalles Bibliográficos
Autores principales: Buvár, Ágnes, Szilágyi, Sára Franciska, Balogh, Eszter, Zsila, Ágnes
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2022
Materias:
Research Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9565725/
https://www.ncbi.nlm.nih.gov/pubmed/36240138
http://dx.doi.org/10.1371/journal.pone.0276143

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9565725/
https://www.ncbi.nlm.nih.gov/pubmed/36240138
http://dx.doi.org/10.1371/journal.pone.0276143

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