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Paper published by Dr Jian Raymond Rui:


Original Research

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

Du Y, Rui JR, Yu N

Psychology Research and Behavior Management 2023, 16:1315-1329

Published Date: 20 April 2023