The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement

Author:

Park Hyun Jung,Lin Li Min

Publisher

Elsevier BV

Subject

Marketing

Reference37 articles.

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3. Product Placement during the Family-Viewing Hour;Arnold,2006

4. Modeling attitude constructs in movie product placements;Balasubramanian;J. Prod. Brand Manag.,2014

5. Embedding brands within media content: the impact of message, media, and consumer characteristics on placement efficacy;Bhatnagar;The Psychology of Entertainment Media,2004

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