Can you sense without being human? : comparing virtual and human influencers endorsement effectiveness
Huajun Li, Yueqiu Lei, Qi Zhou, Hong Yuan
| Year of publication: |
2023
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| Authors: | Li, Huajun ; Lei, Yueqiu ; Qi, Zhou ; Hong, Yuan |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 75.2023, p. 1-14
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| Subject: | Virtual influencer | Endorsement effectiveness | Mind perception theory | Perceived credibility | Sensory cue | Konsumentenverhalten | Consumer behaviour | Wahrnehmung | Perception | Werbewirkung | Advertising effects | Virtuelle Realität | Virtual reality | Social Web | Social web | Celebrity-Werbung | Celebrity endorsement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2023.103456 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014371688