Audience Attitudes Research Articles

‘Look at How Corrupt They Are!’: How Anti-Political Discourse from Politicians Affects Their Own Image and the Image of Politics

ABSTRACTIn this article, we use a survey experiment (N = 1,626) to test whether anti-political Facebook messages from politicians improve the character evaluation of the messenger while damaging the image of politics. We take account of people’s preexisting anti-political attitudes and their support for the political messenger as important moderators. Results show that anti-political discourse from politicians has minimal effects on the attitudes of audiences toward the messenger and toward politics. We find limited support for three underlying mechanisms: anti-political messages give (some) audiences new impressions that improve the personal image of the messenger (impression formation), anti-political discourse from politicians alienates some of their supporters (backlash effect), and anti-political discourse has more effect on people who do not hold anti-political attitudes (attitudinal incongruence). Overall, our results show that politicians reap little benefit from using anti-political discourse, as such discourse may worsen their own image and the image of politics among certain audiences.

Research on the Image Shaping of Male Beauty Bloggers and the Influence of Gender Attitudes under the Dramaturgy Theory

In today's fast-paced digital landscape, beauty-focused short videos have garnered considerable attention across various industries. The significance of these videos is increasingly apparent because they reflect changing trends in beauty aesthetics. Male beauty bloggers have recently risen to the forefront, taking advantage of their gender, to create a unique image unlike previous industry trends. This new media phenomenon has caused a large-scale, long-lasting, complex shift of the cultural beauty industry. The emergence of male beauty bloggers has not only brought about changes in information acquisition but has also subtly changed the perception and attitude of the whole society towards gender. This paper synthesizes the research methods of qualitative and quantitative analysis to analyze the image shaping of male beauty bloggers on new media platforms. The questionnaire method is used to investigate and analyze the psychology of their audiences, and to explore the gender attitudes reflected in the audience psychology. It is found that the image of male beauty bloggers contributes to the change of gender attitudes of young audiences and reflects the progress of larger shifts in society. Behind this phenomenon, more thoughts about media, culture, and gender equality are worth exploring.

Propaganda Content and Strategies of Nazi Germany from the Perspective of Emotional Communication

This paper, based on the theory of emotional communication, examines how Nazi Germany utilized and controlled public emotions in their propaganda content and strategies. Emotions play a crucial role in shaping audience attitudes and behaviors in the field of journalism and communication. Emotionally charged content can capture audience attention and resonance, and more importantly, emotions can induce specific behaviors during the process of communication. In terms of propaganda content, Nazi Germany extensively employed emotional rhetoric in their internal and external propaganda materials, frequently utilizing emotive language to incite the public, manipulate their value orientation, and cater to their emotional demands. They tightly linked the people's desire for national resurgence with an anti-Semitic ideology. In terms of propaganda strategies, Nazi Germany facilitated the spread of emotions through the "repetition-memory" effect, creating specific symbols and establishing an emotional space by constructing a simulated environment. Simultaneously, the Nazi regime attempted to mobilize emotions and induce people to participate in specific actions to enhance the efficacy of emotional communication. From the perspective of emotional communication efficacy, this propaganda approach undoubtedly garnered support and consolidated the power of the Third Reich to a certain extent. However, on the other hand, excessive stimulation and exploitation of public emotions also triggered a backlash and accelerated the downfall of the empire. The propaganda strategies of Nazi Germany serve as a reminder to contemporary media practitioners to make good use of emotional communication and strike a balance between emotional manipulation and truthful reporting. It also advises the general public to maintain calmness and objectivity when consuming news reports, so as not to be swayed by excessive emotional values.

Ekonomi Politik Media dalam Perspektif Komunikasi dan Sosial-Budaya

Harold Innis and Marshall McLuhan recognized the fact that technologies have a communicative dimension in and of themselves and play an important role in the formation of political economy. The economic field clearly cannot be separated from capitalism; and capitalism and industry are two things that cannot be tolerated. Furthermore, culture is one of the most interesting contents to be "sold" and is often massified by the media to generate huge profits by media capitalists. This study aims to discuss how the political economy of media is viewed from a communication and socio-cultural perspective. The study in this article uses a descriptive-qualitative method, using literature review as a data collection technique. The results show that the political economy of (mass) media is closely related to power and control over mass media content. This control is carried out through a communication process, where the messages conveyed by the mass media aim to influence the audience's perception, sometimes also to guide the audience's attitude towards an issue, especially social and political issues. One content medium that is considered effective for gaining financial resources is culture. Massified culture becomes a powerful weapon for media owners to gain profits and wealth; where culture is no longer viewed from an aesthetic perspective alone, or how culture conveys truth, but is seen as a "tool" to gain profit alone.

Representations of Gender Based Violence in Kenyan Soaps and their Reverberation on Audience attitudes, perceptions and Behaviour

This research study adopted an analytical design to examine the representations of gender-based violence in Kenyan soap operas and their reverberation on viewer attitudes, perceptions, and behaviour. Grounded in media representation, framing theory, and social constructivism, the study explored the multifaceted depictions of gender-based violence within these popular television dramas. Employing content analysis and focus group discussions as research methods, the study aimed to uncover patterns, themes, and underlying messages pertaining to gender-based violence in the selected soap operas. Through content analysis, the research analyzed the portrayal of gender-based violence, while focus group discussions provided a platform to delve into viewer perspectives, interpretations, and responses to these representations. By combining these research methods, this study endeavored to illuminate the impact and consequences of these media portrayals on viewer attitudes, perceptions, and behaviour. The findings of this study will contribute valuable insights to media policy and practice, social intervention strategies, and audience engagement approaches.

인지전의 일환으로서 북한 유튜브 프로파간다 활용의 사례분석

In recent years, North Korea has increasingly utilized YouTube as a platform for conducting cyber propaganda, specifically as a form of cognitive warfare. The objective of cognitive warfare is to influence and manipulate human minds and thoughts by employing weaponized narratives as a strategic tool. Weaponized narratives play a pivotal role in shaping the audience's perception and attitude, effectively aligning them with the desired intentions of the communicator. The threat posed by North Korea has significant implications for South Korea's national security. However, there remains a scarcity of studies examining the utilization of North Korea's YouTube propaganda within the context of cognitive warfare, which represents a dimension of hybrid warfare. To address this gap, this study aims to analyze the risks and impacts of North Korean YouTube propaganda narratives on the audience. Through the application of a qualitative analysis method known as narrative analysis, this study thoroughly examines various narrative elements present in the videos uploaded on “Songah's Vlog”, including videos, images, audio, and textual narratives. The research findings, contributions, and policy suggestions derived from this study are thoroughly discussed

The impact of Ukraine’s international image on the prospects of its post-war innovative development

The aim of the article. Is to determine the impact of the international image of Ukraine (considering changes in its characteristics during the war period) on the prospects of the post-war recovery of the national economy in the concept of innovative development. The results of the analyses. It was established that the international image of the country directly affects the formation of its national brand. The interdependence of the national brands’ positions with indicators of business entities’ innovative activity and network readiness of the respective countries was established. These countries determine the competitiveness of national economies and businesses on international markets in the conditions of the fourth industrial revolution (IR4.0). The positive influence of Ukrainians’ resistance in the war with Russia on the international image of Ukraine was substantiated. The world community perceived Ukraine as a country with a rich history and culture, good natural conditions, a free, democratic, industrial-agrarian state open to cooperation with high technologies and a powerful resource base, a free-spirited, inventive, hardworking, highly educated and tolerant people, a member of the European family. These characteristics are attributes of Ukraine's positive international image, which directly affects the attitude of economic counterparties and contact audiences in international markets, and accordingly, the country's investment attractiveness, the competitiveness of the national economy and business. The positive influence of Ukraine’s international image formed during the war on the prospects of innovative development of its industries and enterprises was determined. The range of problems caused by positive perception of Ukrainians and Ukraine by the world community was outlined. In particular, a huge brain drain and intellectual capital loss necessary for post-war recovery and innovative growth. Activities to prevent these problems were proposed. The prerequisites for the post-war innovative growth of Ukrainian economy are outlined: a positive international image, intellectual capital, institutional support for the innovative process. The competitive advantages and shortcomings of Ukraine from the standpoint of the formation and implementation of its post-war innovative development strategy were determined. Conclusions and direction for further research. The obtained results deepen the principles of innovation marketing in terms of the development of an information and analytical base for managing the international image of the state in the context of the formation of prerequisites for its innovative development in the conditions of IR4.0. They also develop principles of innovation management in terms of improving the marketing support of the innovative development strategies of the state in the conditions of IR4.0. Further research should be aimed at forming the foundations of the organizational and economic management mechanism of the post-war recovery of the state and its innovative growth in the conditions of technological transformations caused by IR4.0 and changes in technological way.

Research on the impact of audience behavior based on emotional orientation effect of public service advertising

Purpose: This study analyzes the changes in feelings, attitudes, and behaviors of the audience after watching the Public Service Advertisements (PSA) and better evaluates which emotions are more acceptable to the audience of the PSA.
 Design/Methodology/Approach: In this study, 217 audiences from Eastern and Western nations were chosen to witness the effects of several emotionally intense Public Services Advertisements and gather data to assess the shifts in opinion and behavioural influences.
 Findings: Based on the results of the study, it can be shown that many social groups exhibit favorable responses to Public Services Advertisements (PSA) in terms of emotional effect perception, namely in relation to fear, comedy, and compassion. These findings indicate a generally good trend across all levels of analysis. Differences in audience attitudes and behavioural changes brought on by various levels of perception of advertising impact emerge under the influence of background circumstances.
 Conclusion: The emotional orientation have a favorable impact on the attitude and conduct of the audience, serving as a source of motivation, induction, and guidance.
 Research Limitations/Implications: This paper analyzes audience cognitive and behavioral research from only the emotion-oriented effect, and the actual emotion is inextricably linked with emotions and psychology. Some of the parts that have not yet been covered will be further studied in the future when conditions permit.
 Practical Implications: It can help trigger the audience's emotional cognition, form long-term attention to public welfare information, and improve the possibility of changing the behavior of the public.
 Contribution to Literature: This study provides a research framework for the impact of the PSA effect on audience behavior and paves the way for later emotional effect research and design strategies.

Стриймингът на сценични изкуства – необходимост или екстра: мне- ния на мениджъри на театрални организации

This study is an empirical part of a dissertation on the topic "The Streaming Model of Distribution in the Performing Arts", provoked by the increasing digitization of performing arts work and their presentation through streaming and live-streaming online. It analyzes this new distribution tool through the prism of the managers of selected theatre organizations in Bulgaria. Like any new and unexplored phenomenon, steaming raises concerns. It has been accused of contradicting live art and could destroy it. At the same time, streaming provides a real opportunity to reach larger number of audiences and extend the life of highly artistic performances that can no longer be performed on stage. For the purpose of this research, which is one of the first in Bulgaria, the author created an open-ended expert questionnaire aimed at managers of state, municipal and private theatre organizations. Their answers and opinions were analysed and conclusions were drawn as to whether this new distribution channel in the performing arts is cost effective, feasible and artistically safe. An answer is sought to the question whether this new business model is a necessity or whether it is more appropriate to define it as an additional service, an extra. The research is relevant and necessary. It is part of a larger analysis that compares the opinions of theatre managers on SI streaming with audience attitudes. Exploring both sides of the same process gives a more holistic picture of how closely the views of audiences match or are similar to the views of those who create and sell theatre productions.

Polacy o rzekomym narodowym socjalizmie Stefana Georgego

The controversy surrounding Stefan George as an alleged precursor of National Socialism is discernible in his Polish reception. The question of George’s links with National Socialism, or the possible lack thereof, is taken up in works by Jarosław Iwaszkiewicz, Paweł Hertz, Wilhelm Szewczyk, Krystyna Kamińska, Aleksander Rogalski and Andrzej Lam, among others. This article presents their content in a cross-cutting manner. The attitudes of Polish audiences towardsthe problem of the ‘George – nationalist’ are very diverse. They include a strong condemnation of George as a co-creator of Nazi ideology, a distrust of George who unwittingly contributed to the later exploitation of his work and an apologia for George as a victim of the Nazi regime. The most recent reception of George is dominated by the narrative of a ‘George the humanist’, an opponent of nationalist and racist ideas whose name must be cleansed.

Framing harm reduction as part of an integrated approach to reduce drug overdose: A randomized message testing experiment in a nationally representative sample of U.S. adults, 2022.

Low public support impedes widespread adoption of harm reduction services in the U.S. There are growing efforts to implement integrated programs offering harm reduction services alongside other services for people who use drugs. We tested how messages depicting integrated programs influence audience attitudes about harm reduction. A nine-group randomized experiment (N=3,181) embedded in a national survey of U.S. adults tested how factual and narrative messages describing programs integrating harm reduction, addiction treatment, and/or other services to reduce overdose influenced respondents' attitudes about harm reduction, relative to a comparison message defining harm reduction. The survey was fielded from September 16th to September28th, 2022 using the NORC Amerispeak probability-based online survey panel. The survey response rate was 74%. Measures included perceived effectiveness of standalone and integrated harm reduction programs, willingness to have a harm reduction program in the neighborhood or person using harm reduction services as a neighbor, and support for increasing government spending on harm reduction services. 54.4% of respondents viewing the comparison message defining harm reduction reported that an integrated approach including harm reduction, addiction treatment, and other services is effective at reducing overdose, compared to 63.6%-69.1% of respondents viewing messages describing integrated programs (p<0.05). Messages depicting either standalone harm reduction or integrated programs lowered respondents' willingness to have a harm reduction program in their neighborhood, particularly when the messages depicted a Black person, versus a White person, benefiting from harm reduction. Messages depicting programs offering integrated services including but not limited to harm reduction may heighten audience endorsement of the effectiveness of such an approach but lower willingness to have a harm reduction program in the neighborhood.

ANALYSIS OF THE LEVEL OF SATISFACTION OF LISTENERS OF RADIO DEHASEN 88.5 FM (Descriptive Study of Dehasen University Students Bengkulu)

Radio listeners are increasingly selective in choosing radio broadcast programs, so that the number of radio listeners is decreasing, plus the presence of other media causes a lack of listener interest in listening to radio. This is a problem for radio station managers such as Radio Dehasen 88.5 FM which is under the auspices of Dehasen University Bengkulu. The purpose of this study was to find out how much the level of listener satisfaction on Radio Dehasen 88.5 FM, especially among students at Dehasen University Bengkulu. This study uses the Uses and Gratification Theory which focuses on the use of media (uses) to get satisfaction (gratification). This research is a quantitative research with the method used is survey. The sample in this study amounted to 98 people. From the results of this study it can be seen that the intensity of listening to the radio by listeners of Dehasen 88.5 FM Radio is as much as 30.4% listening to the radio for 10-45 minutes, 53.6% listening for 46-90 minutes, 8.9% listening for 91-135 minutes, and 7.1% listened for 135-180. The Uses and Gratification theory shows that the main problem is not how the media changes audience attitudes and behavior, but how the media fulfills the personal and social needs of audiences. This study wants to know whether listening to the radio can fulfill listener satisfaction, namely information satisfaction, personal identity satisfaction, social interaction satisfaction, and entertainment satisfaction. These indicators are used to measure listener satisfaction in listening to the radio. Based on the average results of the research, the listener satisfaction level of Dehasen 88.5 FM Radio is in the Fairly Satisfied category with a percentage score of 49.324%. With these findings, it is hoped that it can provide input for the managers of Dehasen 88.5 FM Radio to further improve the quality of radio delivery that is tailored to listeners' interests and what things can satisfy these listeners so that Dehasen 88.5 FM Radio can continue to exist in the future and be able to compete with other radio stations.

Analysis of Donald Trump’s Inaugural Speech based on Attitude Within Appraisal Theory

In the 1990s Martin and his colleagues proposed the appraisal theory, which is based on Halliday's Systemic Functional Linguistics (SFL). Martin aims to analyze the appraisal resources for realizing interpersonal functions in discourse from a lexical perspective, which refers to how the speaker expresses the content of the text, the attitude of the author and the communicative intention through the language construction, so as to establish interpersonal relationship with the audience, and then influence the audience's attitude and behavior. Appraisal theory, which focuses on the various attitudes, emotional intensity and value judgments that can be negotiated in discourse, is a supplement and extension of the study of the interpersonal function of Systemic Functional Linguistics (SFL), and has gradually received wide attention from scholars at home and abroad as the theory has been developed and improved. In early 2017, American business tycoon Donald Trump delivered his presidential inaugural address at the U.S. Capitol and was officially sworn in as the 45th president of the United States. Trump swept the U.S. political scene with his unique business flavor and style, shocking the U.S. homeland and bringing unpredictable speculation to today's world politics. His inaugural speech has abundant interpersonal resources, and Trump used different appraisal resources to express his political views and promote the "America First" viewpoint to build a good image. Therefore, this study analyzes the distribution of attitudinal resources in the three subsystems of affect, judgment, and appreciation in President Trump's inaugural speech from the perspective of the attitudinal system in Martin's appraisal theory, using both quantitative and qualitative analysis methods, and explores the reasons for them. It was found that there were 94 attitudinal resources in this speech, among which 20 (21%) were affect resources, 48 (51%) judgment resources, and 26 (28%) appreciation resources. The distribution of different types of attitudinal resources varies because the distribution of resources is related to the identity of the speaker, the topic of the discourse and the audience, which reflects the interpersonal meaning of the discourse.

Analisis Resepsi Imperialisme Budaya Dalam Film Seri Korea

This study aims to identify and describe the reception of Korean cultural imperialism through traditional games in the Squid Game movie series. This study uses a constructivist paradigm with a qualitative descriptive approach and Focus Group Discussion (FGD) as the data collection method. The subjects studied were 6 informants from followers of the Twitter account @kdrama_menfess who were selected purposively; the study scope was limited to the chosen informants who only come from Javanese culture. Secondary data from this study includes six scenes of traditional games in the Squid Game series and various data sources relevant to the topic of the study. The study used Stuart Hall's analysis theory, which focuses on the encoding-decoding process of the audience. This study found that the audience's attitude in accepting Korean culture was influenced by Korean media consumption activities, fondness for new things from Korea, and social environment. The movie series is an effective medium to create cultural imperialism, but the informants' openness in accepting foreign cultures is a strength for South Korea in building cultural imperialism through series films. So that Korean fans do not feel the impact of Korean cultural imperialism.

The Dialectic of Selective Process of NERROR Content by Youtuber Nessie Judge

Advances in technology in the form of the internet make it easy to find information and entertainment through virtual space, one of which is YouTube. Youtube is a mass media that provides access for users to watch various videos from around the world. One type of YouTube program is the NERROR content segment. NERROR content is a video content segment created by YouTuber Nessie Judge which conveys various information on the horror genre. Aside from being a means of consuming information, this content is also popular because it provides a means for viewers to express their thoughts in the form of opinions related to the topic they are looking for. That way, researchers focus on examining how the phenomena and dialectics of the selective process of this NERROR content so that viewers choose and are interested in giving opinions. This discussion is supported by the theory of selective process media effects by using one of the concepts, namely selective exposure (media exposure). The research location is located in Denpasar and the type of research used is qualitative research supported by observational data collection techniques, in-depth interviews and documentation. The results of the study show that there are three impacts experienced by the audience after watching NERROR content, namely cognitive impact, affective impact and conative impact. Cognitive impact relates to knowledge and insight into something as seen from the audience's opinion of the content of NERROR and the audience's opinion of Nessie Judge. Then, affective impact relates to the audience's feelings regarding that seen from the audience's interest. And the last is the conative impact where this effect relates to the audience's response or action in responding to the topic of discussion of the NERROR content as seen from the results of the audience's attitude after watching NERROR content, namely the audience's personal opinion.

The Gender Inequality between NBA and WNBA

Gender inequality is one of most popular topics in modern society. According to the data reports of various media within the sports and entertainment industry, the salary and other financial treatment to professional athletes are different based on gender. However, the potential origins of such issue are heatedly debated. Hence, this research would figure out certain factors that contribute to the distinct salary level between female and male athletes through focusing on the basketball league NBA and WNBA. During the investigation, the method of data analysis has been employed which contained relatively well-rounded comparison on the enormous data, including average salary, viewership, sponsorship, and so forth. After all of these data analysis,this research separated the factors into 3 categories: salary standard, audience attitudes, and regulations of league. In conclusion, all the factors affected salary level in aspect of society, league, and players. As the result, corresponding solutions should be operated by each league, such as more investment in awareness of competition and new policy that makes WNBA game more flexible as well as the athletes themselves, such as seeking for more competitions oversea. Under such circumstance, the pressure of gender discrimination could be released not only between NBA and WNBA, but also for more discrimination within other professional sports field.

Research on Chinese Audience's Perception of Online Fashion Week under the Influence of COVID-19

Due to COVID-19, numerous offline events could not be hold as scheduled due to the restrictions of the quarantine of the pandemic, and this was also the case for the fashion industry. The 2022 Shanghai Fashion Week therefore opted for a completely online format, an unprecedented form innovation that is new to the industry. From augmented reality shows to meta-verse spaces, the fashion show uses digital technologies to express newest fashion to audiences. Although previous research has studied the audience reception of fashion weeks in China, few are tailored toward purely online fashion weeks. This research analyzes the attitudes of Chinese audiences towards online fashion weeks in the post-pandemic context. The research primarily uses surveys and interviews to obtain the necessary information, with secondary data from 2019 to 2022 collected over the internet. The study finds that on one hand, with its ease of access and with the influence of social media, online fashion week can have a larger exposure than offline. On the other hand, online shows are not a comprehensive presentation of clothes. Because viewers are not able to feel the clothes firsthand, the sales will be negatively affected. Therefore, the combination of "online + offline" fashion shows, having both the viral influence of online and the tangible feel of offline, may be the best of both worlds in the post-epidemic era.

Explaining media effect of green advertising on audience attitude

PurposeThis study aims to establish two aspects: first, whether green advertising through multiple media (repetition versus reversal) generates a positive purchase intention than green advertising with a single medium repeat one medium at different levels of product involvement (high versus low level). Second, whether a green advertisement presented through multiple media influences green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and green purchase intention (GPI) than a green advertisement presented through single medium repetition under different level of product involvement, green advertising, media effects, consumer attitude, purchase intention and product involvement.Design/methodology/approach3 × 2 mixed factorial design is used to examine the audience exposure towards repetitive green ads on multiple media sources such as television, the internet and print. This has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and GPI compared to audiences exposed to the same ads on a single medium under high level and low level of product involvement.FindingsThe audience was exposed to several media situations, repeating green advertising, has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and purchase intention rather than for the audience who encounter a green ad with a high and low degree of product involvement in a single medium.Originality/valueOnly a few studies have measured media synergy effects, and to the best of the authors’ knowledge, no one has measured media effects on green advertisements. By examining different media combination effects of green ads on the audience, the knowledge of green marketing communication and its marketing strategies has been expanded.

The Media Influence on Men’s and Women’s Willingness to Vaccinate against HPV - A study based on the Theory of Planned Behavior

According to previous studies, HPV vaccination is very effective in protecting against the HPV virus. The media attention to the HPV vaccine has increased greatly in recent years, and people's attitudes and behaviors toward HPV vaccination have changed significantly. This study was based on TPB theory and used a questionnaire survey to understand the influence of media communication on audience attitudes and behaviors toward HPV vaccination and the differences between men and women. The analysis of the data results showed that there was a positive correlation between media attention to HPV and audience vaccination with HPV, and its effect on women was slightly less significant than that of men. This discrepancy is due to the different attention paid by the media to HPV vaccination for men and women, and also due to the fact that the impact of this virus on women is much greater than that of men in the perception of the audience, which is also largely due to media information. Overall, the authors suggest all the audiences should pay more attention to these HPV viruses in order to protect their health.

How Parasocial Relationship and Influencer-Product Congruence Shape Audience's Attitude Towards Product Placement in Online Videos: The Mediation Role of Reactance.

Social media enable advertisers to promote products by placing ads into videos posted by social media influencers. However, according to psychological reactance theory, any persuasive attempt may evoke reactance. Therefore, how to minimize the audience's potential resistance to product placements is important. This study investigated how the parasocial relationship (PSR) between audiences and influencers as well as the extent to which the influencer's expertise matched the product (termed as influencer-product congruence) shaped audience attitude towards the product placement and their purchase intention through reactance. The study conducted a 2 (PSR: high vs low) × 2 (influencer-product congruence: congruent vs incongruent) between-subjects online experiment (N = 210) to test hypotheses. SPSS 24 and PROCESS macro by Hayes were used to analyze the data. The results demonstrate that PSR and influencer-product congruence enhanced the audience's attitude and purchase intention. Moreover, these positive effects were mediated by lowering levels of the audience's reactance. Additionally, we found preliminary evidence suggesting that PSR moderated the effect of perceived expertise of the influencer on reactance. Specifically, this effect was stronger among those reporting a low level of PSR compared to a high level. Our findings reveal how PSR and influencer-product congruence are intertwined to shape audience evaluation of product placement via social media and highlight the central role of reactance in this process. This study also provides advice on the selection of influencer when promoting product placement on social media.