How Parasocial Relationship and Influencer-Product Congruence Shape Audience’s Attitude Towards Product Placement in Online Videos: The Mediation Role of Reactance-Reference-Cited by-同舟云学术

How Parasocial Relationship and Influencer-Product Congruence Shape Audience’s Attitude Towards Product Placement in Online Videos: The Mediation Role of Reactance

Published:2023-04 Issue: Volume:Volume 16 Page:1315-1329
ISSN:1179-1578
Container-title:Psychology Research and Behavior Management
language:en
Short-container-title:PRBM

Author:

Du Yuetong,Rui Jian Raymond^ORCID,Yu Nan

Publisher

Informa UK Limited

Subject

Psychiatry and Mental health,General Psychology

Reference63 articles.

1. Product placement on YouTube: An explorative study on YouTube creators’ experiences with advertisers

2. The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers

3. Placing products in humorous scenes: its impact on brand perceptions

4. Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?”

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