Virtual Influencers vs. Human Influencers in the Context of Influencer Marketing: The Moderating Role of Machine Heuristic on Perceived Authenticity of Influencers-Reference-Cited by-同舟云学术

Virtual Influencers vs. Human Influencers in the Context of Influencer Marketing: The Moderating Role of Machine Heuristic on Perceived Authenticity of Influencers

Published:2024-07-04 Issue: Volume: Page:1-18
ISSN:1044-7318
Container-title:International Journal of Human–Computer Interaction
language:en
Short-container-title:International Journal of Human–Computer Interaction

Author:

Lee Heejae¹^ORCID,Shin Mincheol²^ORCID,Yang Jeongwon¹^ORCID,Chock T. Makana¹^ORCID

Affiliation:

1. S.I. Newhouse School of Public Communications, Syracuse University, Syracuse, NY, USA

2. Tilburg School of Humanities and Digital Sciences, Tilburg University, Tilburg, Netherlands

Publisher

Informa UK Limited

Link

https://www.tandfonline.com/doi/pdf/10.1080/10447318.2024.2374100

Reference100 articles.

1. Exploring Trust Formation and Antecedents in Social Commerce

2. Andersson V. Sobek T. (2020). Virtual avatars virtual influencers & authenticity: A qualitative study from a consumer perspective. University of Gothenburg School of Business Economics and Law. https://gupea.ub.gu.se/bitstream/2077/64928/1/gupea_2077_64928_1.pdf

3. Almost human? A comparative case study on the social media presence of virtual influencers

4. Authenticity under threat: When social media influencers need to go beyond self-presentation

5. Virtual Influencer as a Brand Avatar in Interactive Marketing

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