How Parasocial Relationship and Influencer-Product Congruence Shape Audience’s Attitude Towards Product Placement in Online Videos: The Mediation Role of Reactance
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DOI: 10.2147/prbm.s406558
Abstract: 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… read more here.
Keywords: reactance; influencer product; product; product congruence ... See more keywords