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Psychology Research and Behavior Management Volume 16, 2023 - Issue
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ORIGINAL RESEARCH

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

Yuetong Du1 Department of New Media and Communication, South China University of Technology, Guangzhou, Guangdong Province, People’s Republic of China
,
Jian Raymond Rui1 Department of New Media and Communication, South China University of Technology, Guangzhou, Guangdong Province, People’s Republic of ChinaCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0001-5521-5680
ORCID Icon &
Nan Yu2 Nicolson School of Communication and Media, University of Central Florida, Orlando, FL, USA
Pages 1315-1329 | Received 31 Jan 2023, Accepted 14 Apr 2023, Published online: 20 Apr 2023

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