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Social media influencer vs. virtual influencer: The mediating role of source credibility and authenticity in advertising effectiveness within AI influencer marketing

This study examines the differences between social media influencers and virtual influencers in influencer marketing, focusing on their impact on marketing effectiveness. Using a between-subjects experimental design, the research explores how human influencers (HIs), human-like virtual influencers (...

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Principais autores: Donggyu Kim, Zituo Wang
Formato: Artigo
Idioma:Inglês
Publicado em: Elsevier 2024-08-01
coleção:Computers in Human Behavior: Artificial Humans
Assuntos:
Virtual influencer
Not-for-profit
Authenticity
Source credibility
Influencer Marketing
Advertising Effectiveness
Acesso em linha:http://www.sciencedirect.com/science/article/pii/S2949882124000604
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