“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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書目詳細資料

Principais autores:	Yi-Ting Huang, An-Di Gong
格式:	Artigo
語言:	Inglês
出版:	MDPI AG 2024-07-01
叢編:	Journal of Theoretical and Applied Electronic Commerce Research
主題:	commitment endorsement parasocial interaction podcast purchase intention uses and gratifications theory
在線閱讀:	https://www.mdpi.com/0718-1876/19/3/82
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