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The Strategic Value of Attractive Influencers for Advertising Comunication: The Influence of Parasocial Interaction Processes on the Persuasive Effect of Brand Placements

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The Strategic Value of Attractive Influencers for Advertising Comunication: The Influence of Parasocial Interaction Processes on the Persuasive Effect of Brand Placements

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Gröner, P.; Hedderich, B. (2022). The Strategic Value of Attractive Influencers for Advertising Comunication: The Influence of Parasocial Interaction Processes on the Persuasive Effect of Brand Placements. En Proceedings 3rd International Conference. Business Meets Technology. Editorial Universitat Politècnica de València. 135-144. https://doi.org/10.4995/BMT2021.2021.13616

Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10251/187555

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Title: The Strategic Value of Attractive Influencers for Advertising Comunication: The Influence of Parasocial Interaction Processes on the Persuasive Effect of Brand Placements
Author: Gröner, Patrick Hedderich, Barbara
Issued date:
Abstract:
[EN] Although brand placements can be seen more and more frequently in social media channels of so-called “influencers”, current brand placement research has rarely focused on the persuasive influence of these media ...[+]
Subjects: Strategic advertising communication , Social media , Brand placements , Parasocial interactions , Balance model
Copyrigths: Reconocimiento - No comercial - Compartir igual (by-nc-sa)
ISBN: 9788490484173
Source:
Proceedings 3rd International Conference. Business Meets Technology.
DOI: 10.4995/BMT2021.2021.13616
Publisher:
Editorial Universitat Politècnica de València
Publisher version: http://ocs.editorial.upv.es/index.php/BMT/BMT2021/paper/view/13616
Conference name: 3rd International Conference. Business Meets Technology
Conference place: Valencia, España
Conference date: Septiembre 23-24, 2021
Type: Capítulo de libro Comunicación en congreso

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