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

Published in: Psychology research and behavior management (2023)

Our findings reveal how PSR and influencer-product congruence are intertwined to shape audience evaluation of product placement via social media and highlight the central role of reactance in this process. This study also provides advice on the selection of influencer when promoting product placement on social media.

Keyphrases

social media
health information
ultrasound guided
healthcare
single cell
genome wide
dna methylation