Understanding the effect of website logos as animated spokescharacters on the advertising: A lens of parasocial interaction relationship

Volume: 65, Pages: 101571 - 101571
Published: May 1, 2021
Abstract
In light of the disadvantages of celebrity spokespersons and the prevalence of brand anthropomorphism, the branding strategy of having an animated spokescharacter (ASC) is gaining popularity. Based on social information processing theory and parasocial interaction relationship (PSR) theory, this study explored the characteristics of brand animated spoke scharacters regarding whether and how they generate advertising effects. In an empirical...
Paper Details
Title
Understanding the effect of website logos as animated spokescharacters on the advertising: A lens of parasocial interaction relationship
Published Date
May 1, 2021
Volume
65
Pages
101571 - 101571
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