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    题名: Influencer marketing in China: Examining the psychological mechanism of processing branded content in social media
    作者: 陳冠儒
    Chen, Kuan-Ju;Lin, Jhih-Syuan;Shan, Yan
    贡献者: 企管系
    关键词: Influencer marketing;Parasocial identification;Advertising outcomes
    日期: 2019-05
    上传时间: 2024-04-29 16:14:46 (UTC+8)
    摘要: In a context of influencer marketing, this research explores the mechanism through which Chinese consumers develop positive responses toward branded content in social media. A nationwide online survey (N = 511) was conducted in China, revealing that consumers’ parasocial identification with influencers contributed to engagement with, trust in, and attitude toward branded content. Engagement with branded content further mediated the relationships between parasocial identification and trust in and attitude toward branded content respectively, while inferences of manipulative intent moderated such indirect effects. The findings provide insights into the mechanism through which Chinese consumers react to influencer marketing and offers suggestions for practitioners to leverage the persuasive power of influencers efficiently.
    關聯: Annual conference of the European Marketing Academy (EMAC 2019 Annual Conference), European Marketing Academy
    数据类型: conference
    显示于类别:[企業管理學系] 會議論文

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