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Keywords: Persuasion knowledge
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2023) 40 (7): 971–982.
Published: 23 October 2023
... the listeners’ behavioral intentions toward the advertised brand. Design/methodology/approach Using a blended theoretical foundation of Persuasion Knowledge Model and Parasocial Interaction theory, this between subjects’ experimental study examined the effects of a traditional advertisement versus a host...
