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Showing 1 to 1 of 1 for “"sponsorship congruence"”.
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A Mixed-Method Examination of Social Media Influencers’ Source Characteristics in Sponsored Health Campaign Messaging: An Application of Psychological Reactance Theory
… Alternatively, participants mentioned sponsorship congruence, sustained authenticity, seamlessness, and personability/relatability mitigated freedom threat perceptions of sponsored content. Participant preferences for the message source varied depending on the severity of the health …