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NTIS 바로가기Computers 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 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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