Mere copycat? The effects of human versus human-like virtual influencers on brand endorsement effectiveness: A moderated serial-mediation model - Zhou, Qi; Li, Bin; Li, Huajun; Lei, Yueqiu (Journal of retailing and consumer services, 2024)
Keywords: Brand endorsement effectiveness; Emotional engagement; Parasocial relationship; Post modality; Virtual influencer; Emotional engagement; Virtual influencer; Post modality; Brand endorsement effectiveness; Parasocial relationship