Browsing BI Open by Author "Øverås, Regine Ditløvsen"

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Increasing the Effectiveness of Influencer Marketing: Applying Parasocial Interaction and Cialdini’s Principles of Persuasion

Hjortaas, Anna Elisabeth; Øverås, Regine Ditløvsen (Master thesis, 2018)

This study examines whether parasocial interaction (PSI) (Horton & Wohl, 1956) and the Principles of Persuasion (Cialdini, 1984) can be applied to increase the effectiveness of influencer marketing. Whereas PSI seeks to ...