{"title":"她是我最喜欢的 YouTuber，所以我看她频道上的广告：寄生社交互动和 YouTube 广告知识对自愿观看广告的相互作用","authors":"Yoon Hi Sung, Chan Yun Yoo, Jiyoon (Karen) Han","doi":"10.1080/02650487.2023.2295726","DOIUrl":null,"url":null,"abstract":"This research examined a unique ad-consuming behavior on YouTube, voluntary ad-watching, triggered by the levels of parasocial interaction (PSI) that users establish with YouTubers. Study 1 reveale...","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"14 1","pages":""},"PeriodicalIF":5.3000,"publicationDate":"2023-12-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"She’s my favorite YouTuber, so I watch ads on her channel: The interplay of parasocial interaction and YouTube ad knowledge on voluntary ad-watching\",\"authors\":\"Yoon Hi Sung, Chan Yun Yoo, Jiyoon (Karen) Han\",\"doi\":\"10.1080/02650487.2023.2295726\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This research examined a unique ad-consuming behavior on YouTube, voluntary ad-watching, triggered by the levels of parasocial interaction (PSI) that users establish with YouTubers. Study 1 reveale...\",\"PeriodicalId\":48111,\"journal\":{\"name\":\"International Journal of Advertising\",\"volume\":\"14 1\",\"pages\":\"\"},\"PeriodicalIF\":5.3000,\"publicationDate\":\"2023-12-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Advertising\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1080/02650487.2023.2295726\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/02650487.2023.2295726","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
She’s my favorite YouTuber, so I watch ads on her channel: The interplay of parasocial interaction and YouTube ad knowledge on voluntary ad-watching
This research examined a unique ad-consuming behavior on YouTube, voluntary ad-watching, triggered by the levels of parasocial interaction (PSI) that users establish with YouTubers. Study 1 reveale...
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