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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
mehr| Titel | The Strategic Value of Attractive Influencers for Advertising Comunication: The Influence of Parasocial Interaction Processes on the Persuasive Effect of Brand Placements |
|---|---|
| Medien | 3rd International Conference Business Meets Technology, València, Spain |
| Verlag | Rosario PerelloMarin, Conrado Carrascosa-López, Daniel Catalá Pérez |
| Herausgeber | Universitat Politècnica de València |
| Verfasser | Dr. Patrick Gröner, Prof. Dr. Barbara Hedderich |
| Seiten | 135-144 |
| Veröffentlichungsdatum | 23.09.2021 |
| Zitation | Gröner, Patrick; Hedderich, Barbara (2021): The Strategic Value of Attractive Influencers for Advertising Comunication: The Influence of Parasocial Interaction Processes on the Persuasive Effect of Brand Placements. 3rd International Conference Business Meets Technology, València, Spain , 135-144. |