Virtual influencer marketing : evaluating the influence of virtual influencers' form realism and behavioral realism on consumer ambivalence and marketing performance
Inhwa Kim, Chung-Wha Ki, Hyunhwan Lee, Youn-Kyung Kim
| Year of publication: |
2024
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|---|---|
| Authors: | Kim, Inhwa ; Ki, Chung-Wha ; Lee, Hyunhwan ; Kim, Youn-Kyung |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 176.2024, Art.-No. 114611, p. 1-19
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| Subject: | Anthropomorphism | Virtual influencer | AI influencer | Behavioral realism | Coolness | Eeriness | Form realism | Generative AI |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2024.114611 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014550375