“Will You Buy It If They Recommend It?” Exploring the Antecedents of Intention to Purchase Podcaster-Endorsed Items - Huang, Yi-Ting; Gong, An-Di (Journal of theoretical and applied electronic commerce research, 2024)
Keywords: Advertising; Audiences; commitment; Consumer behavior; Consumers; Consumption; COVID-19; Digital broadcasting; endorsement; Endorsements; Influencer marketing; Listening; parasocial interaction; podcast; Podcasts; Popularity; purchase intention; Social networks; User needs; uses and gratifications theory; Taiwan