The next hype in social media advertising: Examining virtual influencers’ brand endorsement effectiveness

The next hype in social media advertising: Examining virtual influencers’ brand endorsement effectiveness

Virtual influencers are gaining prominence as a way of attracting people’s attention on social media, but limited research has been conducted on this subject. In this research, we explore the effects of human-like virtual influencers (HVIs) vs. anime-like virtual influencers (AVIs) and sponsorship d...

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Bibliographic Details
Main Authors: Eunjin (Anna) Kim, Donggyu Kim, Zihang E, Heather Shoenberger
Format: Article
Language:English
Published: Frontiers Media S.A. 2023-02-01
Series:Frontiers in Psychology
Subjects:
human-like virtual influencers
animated virtual influencers
sponsorship disclosure
message credibility
message attitude
brand endorsement
Online Access:https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1089051/full

Internet

https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1089051/full

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