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Anthropomorphism in CSR endorsement : a comparative study on humanlike vs. cartoonlike virtual influencers’ climate change messaging
Yang, Jeongwon
;
Chuenterawong, Ploypin
;
Lee, Heejae
; …
- In:
Journal of promotion management : innovations in …
29
(
2023
)
5
,
pp. 705-734
Persistent link: https://www.econbiz.de/10014287741
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2
Speaking up on Black Lives Matter : a comparative study of consumer reactions toward brand and influencer-generated corporate social responsibility messages
Yang, Jeongwon
;
Chuenterawong, Ploypin
;
Pugdeethosapol, …
- In:
Journal of advertising
50
(
2021
)
5
,
pp. 565-583
Persistent link: https://www.econbiz.de/10012802328
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