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The next hype in social media advertising: Examining virtual influencers' brand endorsement effectiveness

Eunjin Anna Kim1, Donggyu Kim1, Zihang E1

  • 1Annenberg School for Communication and Journalism, University of Southern California, Los Angeles, CA, United States.

Frontiers in Psychology
|March 23, 2023
PubMed

Keywords:
animated virtual influencersbrand endorsementhuman-like virtual influencersmessage attitudemessage credibilitysponsorship disclosure

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