The “Mixed” Reality of Virtual Brand Endorsers: Understanding the Effect of Brand Engagement and Social Cues on Technological Perceptions and Advertising Effectiveness-Reference-Cited by-同舟云学术

The “Mixed” Reality of Virtual Brand Endorsers: Understanding the Effect of Brand Engagement and Social Cues on Technological Perceptions and Advertising Effectiveness

Published:2023-03-27 Issue:2 Volume:23 Page:98-113
ISSN:1525-2019
Container-title:Journal of Interactive Advertising
language:en
Short-container-title:Journal of Interactive Advertising

Author:

Ham Jeongmin¹,Li Sitan¹,Shah Pratik¹,Eastin Matthew S.¹

Affiliation:

1. The University of Texas at Austin, Austin, Texas, USA

Publisher

Informa UK Limited

Subject

Marketing,Communication

Link

https://www.tandfonline.com/doi/pdf/10.1080/15252019.2023.2185557

Reference101 articles.

1. Dimensions of Brand Personality

2. Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products

3. Anthropomorphism in advertising: the effect of media on audience attitude

4. Measuring Message Credibility

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

Cited by 26 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. The effect of human versus virtual influencers: The roles of destination types and self-referencing processes;Tourism Management;2025-02

2. The role of psychological distance and construal level in explaining the effectiveness of human-like vs. cartoon-like virtual influencers;Journal of Business Research;2024-12

3. An empirical analysis of eWOM valence effects: Integrating stimulus-organism-response, trust transfer theory, and theory of planned behavior perspectives;Journal of Retailing and Consumer Services;2024-11

4. How and when do virtual influencers positively affect consumer responses to endorsed brands?;Journal of Business Research;2024-10

5. How real is real enough? Unveiling the diverse power of generative AI‐enabled virtual influencers and the dynamics of human responses;Psychology & Marketing;2024-08-24