Anthropomorphism in CSR endorsement : a comparative study on humanlike vs. cartoonlike virtual influencers’ climate change messaging
Year of publication: |
2023
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Authors: | Yang, Jeongwon ; Chuenterawong, Ploypin ; Lee, Heejae ; Chock, T. Makana |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 5, p. 705-734
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Subject: | corporate social responsibility | expectancy violation theory | influencer marketing | source credibility | Virtual influencers | Klimawandel | Climate change | Corporate Social Responsibility | Corporate social responsibility | Social Web | Social web | Virtuelle Realität | Virtual reality |
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