Uniwersyteckie Czasopisma NaukoweTeraz to widzisz, teraz nie – efekt wizualnej, dźwiękowej i multimedialnej informacji o partnerstwie marki na Tik Tok
Słowa kluczowe:
Tik Tok, marki partnerskie, intencje zakupu, rozopoznawalność reklam, wiarygodnośćAbstrakt
Artykuł ma na celu zbadanie związku partnerskich marek na Tik Tok i ich wpływu na intencje zakupu oraz rozpoznawalność reklam, a także czy w którejkolwiek z tych relacji pośredniczy wiarygodność influencerów. Badanie wykorzystuje jednoczynnikowy projekt między badanymi i zostało przeprowadzone w formie eksperymentu ankietowego, w którym uczestnicy zostali losowo przydzieleni do jednego z trzech warunków ujawnienia partnerstwa marki (BPD).
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Netography
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