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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...
| Autores principales: | , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Public Library of Science
2022
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| Materias: | |
| 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 |