Research on Persuasion Effect Mechanism of Anthropomorphized Spokespersons—The Mediation Effect of Parasocial Interactions and Positive Emotions
Feng Yuan,Jiang Ling,Li Yanchen
Feng Yuan,School of Management, Zhongkai University of Agriculture and Engineering ;
Jiang Ling,School of Business, Macau University of Science and Technology
Li Yanchen,School of Business, Macau University of Science and Technology
Feng Yuan, Jiang Ling, Li Yanchen. Research on Persuasion Effect Mechanism of Anthropomorphized Spokespersons—The Mediation Effect of Parasocial Interactions and Positive Emotions[J]. Journal of Marketing Science, 2021, 1(2): 114-133.