Academic Publication Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance
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Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance
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Virtual Influencers vs. Human Influencers in the Context of Influencer Marketing: The Moderating Role of Machine Heuristic on Perceived Authenticity of Influencers
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Influencer marketing effectiveness: A meta-analytic review
Abstract Influencer marketing significantly impacts consumer behavior and decision-making. However, identifying the drivers of influencer marketing effectiveness and conditions that enhan...
Virtually human: anthropomorphism in virtual influencer marketing
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The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations
This research intends to evaluate the effect on the performance of small and medium enterprises (SMEs) of technological developments, including digital marketing, and to determine the variables tha...
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