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Mere copycat? : the effects of human versus human-like virtual influencers on brand endorsement effectiveness : a moderated serial-mediation model
Qi, Zhou; Li, Bin; Li, Huajun; Lei, Yueqiu - In: Journal of retailing and consumer services 76 (2024), pp. 1-15
Persistent link: https://www.econbiz.de/10014460856
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Can you sense without being human? : comparing virtual and human influencers endorsement effectiveness
Li, Huajun; Lei, Yueqiu; Qi, Zhou; Hong, Yuan - In: Journal of retailing and consumer services 75 (2023), pp. 1-14
Persistent link: https://www.econbiz.de/10014371688