How Parasocial Relationship and Influencer-Product Congruence Shape Audience’s Attitude Towards Product Placement in Online Videos: The Mediation Role of Reactance
Sign Up to like & getrecommendations! Published in 2023 at "Psychology Research and Behavior Management"
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
Are virtual anime endorsers a new type of endorser? Examining product involvement as a moderating role
Sign Up to like & getrecommendations! Published in 2022 at "Frontiers in Psychology"
DOI: 10.3389/fpsyg.2022.779519
Abstract: Virtual anime endorsement has been prevalent as an advertising strategy, and many companies invest massive amounts of money into virtual endorsements. While previous studies have found that endorser-product congruence is related to consumer brand attitude… read more here.
Keywords: endorser product; virtual anime; product; product congruence ... See more keywords