Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type
Social media platforms fostering a closer and more intimate bond between celebrities and their fan bases has opened up diverse avenues for product placement. In light of this, this study endeavors to explore the profound influence of parasocial interaction (PSI) and product placement on the effectiv...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2024-11-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/19/4/156 |
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