Born for marketing? The effects of virtual versus human influencers on brand endorsement effectiveness: The role of advertising recognition
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Elsevier BV
Reference78 articles.
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Cited by 2 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 effectiveness of human vs. AI voice-over in short video advertisements: A cognitive load theory perspective;Journal of Retailing and Consumer Services;2024-11
2. Don’t Like Them but Take What They Said: The Effectiveness of Virtual Influencers in Public Service Announcements;Journal of Theoretical and Applied Electronic Commerce Research;2024-09-05
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