Consumer response to podcast advertising : the interactive role of persuasion knowledge and parasocial relationships
Year of publication: |
2023
|
---|---|
Authors: | Brinson, Nancy H. ; Lemon, Laura L. ; Bender, Coral ; Graham, Annika Fetzer |
Published in: |
Journal of consumer marketing. - Bradford : Emerald, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 40.2023, 7, p. 971-982
|
Subject: | Parasocial relationship | Persuasion knowledge | Podcast advertising | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing |
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