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Differences in Effect of Endorsement of Professional vs. Non-professional YouTuber Through Credibility and Parasocial Relationship

Hisashi Masuda, Spring H. Han, Jungwoo Lee. Differences in Effect of Endorsement of Professional vs. Non-professional YouTuber Through Credibility and Parasocial Relationship. In Christine Leitner, Walter Ganz, Debra Satterfield, Clara Bassano, editors, Advances in the Human Side of Service Engineering - Proceedings of the AHFE 2021 Virtual Conference on The Human Side of Service Engineering, July 25-29, 2021, USA. Volume 266 of Lecture Notes in Networks and Systems, pages 303-310, Springer, 2021. [doi]

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Hisashi Masuda

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Spring H. Han

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Jungwoo Lee

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