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10대 청소년 소비자의 MCN 파라소셜 관계와 광고 효과 연구
Author
김주란, 강승묵
Journal Title
한국광고홍보학보
Publication Year
2018
Topics
Summary
This study investigates the impact of MCN (multi channel network) parasocial relationships on the advertising attitude and purchase intention of teen consumers. Survey results indicate that the attractiveness of MCN creators positively influences parasocial relationships, and the similarity within these relationships affects advertising attitude, which in turn influences purchase intention.
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