COVID-19 messages in sponsored social media posts: The positive impact of influencer-brand fit and prior parasocial interaction
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DOI: 10.1371/journal.pone.0276143
Abstract: 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.… read more here.
Keywords: interaction; social media; parasocial interaction; prior parasocial ... See more keywords