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“Thanks for watching”. The effectiveness of YouTube vlogendorsements 원문보기

Computers in human behavior, v.93, 2019년, pp.226 - 234  

Munnukka, Juha (Jyvä) ,  Maity, Devdeep (skylä) ,  Reinikainen, Hanna (University School of Business and Economics, University of Jyvä) ,  Luoma-aho, Vilma (skylä)

Abstract AI-Helper 아이콘AI-Helper

Abstract This study examines the effectiveness of brand endorsements in vlogs (video blogs) by assessing the role of audience participation, parasocial relationship, and valence toward vlog endorsements on the perceived credibility of the vlogger and brand attitudes. Four experimental conditions we...

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