“Will You Buy It If They Recommend It?” Exploring the Antecedents of Intention to Purchase Podcaster-Endorsed Items
The diverse content of and ease of listening to podcasts have made podcasts popular, particularly during the COVID-19 pandemic. Advertisers have begun to recognize their marketing potential and are now hiring podcasters to recommend their products. This study sought to determine the factors influenc...
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| Autors principals: | , |
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| Format: | Artigo |
| Idioma: | Inglês |
| Publicat: |
MDPI AG
2024-07-01
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| Col·lecció: | Journal of Theoretical and Applied Electronic Commerce Research |
| Matèries: | |
| Accés en línia: | https://www.mdpi.com/0718-1876/19/3/82 |
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