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

Psychol Res Behav Manag · 2023 · PMC10124576 · PMID 37101721

Europe PMC DOI

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only marginally significantno p-value reported

Major Findings First, we found that when audiences recognize a close relationship with social media influencers, even if this relationship is imagined and one-sided, they likely show more acceptance of the product placement and more willingness (although only marginally significant) to buy the product.

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