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    Is AI better than humans? unveiling the boundary conditions under which virtual influencers outperform human influencers in endorsing sustainable products by Yan, Xu, Huam, Hon Tat, Sade, Abu Bakar

    Published 2024
    “…Our findings reveal that, in low-involvement product scenarios with emotional appeals, HIs are more effective, while in high-involvement product scenarios featuring rational appeals, VIs exhibit superior effectiveness. …”
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