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Research Article: How Parasocial Relationship and Influencer-Product Congruence Shape Audience’s Attitude Towards Product Placement in Online Videos: The Mediation Role of Reactance

Date Published: 2023-04-20

Introduction:
Social media enable advertisers to place ads in the videos created by social media influencers. These influencers are usually considered amateur, so they tend to be perceived as more credible and engage more with users online. Additionally, most influencers charge less for advertising than professional media. Thus, online videos posted by influencers have become an appealing option for advertisers.

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