Virtual Influencers vs. Human Influencers in the Context of Influencer Marketing: The Moderating Role of Machine Heuristic on Perceived Authenticity of Influencers
Heejae Lee, Mincheol Shin, Jeongwon Yang, T. Makana Chock
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Abstract
While the popularity of virtual influencers in influencer marketing is on the rise, little is known about the reasons behind their increasing popularity. Furthermore, there is also a dearth of rese...
期刊介绍：
The International Journal of Human-Computer Interaction addresses the cognitive, creative, social, health, and ergonomic aspects of interactive computing.
It emphasizes the human element in relation to the systems and contexts in which humans perform, operate, network, and communicate, including mobile apps, social media, online communities, and digital accessibility. The journal publishes original articles including reviews and reappraisals of the literature, empirical studies, and quantitative and qualitative contributions to the theories and applications of HCI.
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