Good guy vs. bad guy: the influence of parasocial interactions with media characters on brand placement effects

By Johannes Knoll, Holger Schramm, Christiana Schallhorn, Sabrina Wynistorf. 2015

98 citations recorded by the source corpus.

Subfields: Gender Studies, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/aabbed8254b71f1ef457de64afd6531d8d28872f

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Priska L. Breves
2. Marina Abt
3. Annika Kunze
4. Jung Ah Lee
5. Matthew S. Eastin
6. N. Liebers

In Literature and Literary Theory

1. Priska L. Breves
2. Jung Ah Lee
3. Matthew S. Eastin
4. N. Liebers

In Marketing

1. Priska L. Breves
2. Marina Abt
3. Annika Kunze
4. Jung Ah Lee
5. Matthew S. Eastin
6. N. Liebers

Citations in the corpus

• The Perceived Fit between Instagram Influencers and the Endorsed Brand (2019, background): “The effect of congruency between the brand endorser and the endorsed brand has been the theme of investigations into various advertising forms, including celebrity endorsements (Amos et al., 2008) and brand placements (Balasubramanian, Karrh, and Patwardhan, 2006; Karrh, 1998; Knoll, Schramm, Schall”
• I Like What She’s #Endorsing: The Impact of Female Social Media Influencers’ Perceived Sincerity, Consumer Envy, and Product Type (2020, background): “Research indicates that media personalities who are framed as good and kind engender psychological closeness from the audience (Knoll et al. 2015).”