The next hype in social media advertising: Examining virtual influencers’ brand endorsement effectiveness

Virtual influencers are gaining prominence as a way of attracting people’s attention on social media, but limited research has been conducted on this subject. In this research, we explore the effects of human-like virtual influencers (HVIs) vs. anime-like virtual influencers (AVIs) and sponsorship d...

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Detalles Bibliográficos
Autores principales: Kim, Eunjin (Anna), Kim, Donggyu, E, Zihang, Shoenberger, Heather
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2023
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10026852/
https://www.ncbi.nlm.nih.gov/pubmed/36949930
http://dx.doi.org/10.3389/fpsyg.2023.1089051

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10026852/
https://www.ncbi.nlm.nih.gov/pubmed/36949930
http://dx.doi.org/10.3389/fpsyg.2023.1089051

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