Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship
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DOI: 10.3389/fpsyg.2019.03042
Abstract: Watching online videos is becoming an important part of children’s media diets. Children particularly like content that is specifically created for YouTube by YouTube personalities. Because these personalities have a large reach and are considered… read more here.
Keywords: para social; social relationship; disclosure; brand ... See more keywords
Vlogger's persuasive strategy and consumers' purchase intention: The dual mediating role of para-social interactions and perceived value
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DOI: 10.3389/fpsyg.2022.1080507
Abstract: It is a new advertising marketing method for commodity companies to use vloggers to endorse their products, and to influence consumers' attitudes and decisions. In view of this phenomenon, there are few studies on the… read more here.
Keywords: sided messages; consumers purchase; para social; value ... See more keywords
How Attitude and Para-Social Interaction Influence Purchase Intentions of Mukbang Users: A Mixed-Method Study
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DOI: 10.3390/bs13030214
Abstract: Mukbang is widely recognized as a new type of food video on user-generated content (UGC) platforms. The purpose of this study was to identify motivators to watch mukbangs and to examine the relationship between these… read more here.
Keywords: intention; watch mukbangs; purchase; intention watch ... See more keywords