虚拟影响者的新颖性与信任度:探索类人虚拟影响者和动漫虚拟影响者的有效性

IF 5.3 3区 管理学 Q1 BUSINESS International Journal of Advertising Pub Date : 2024-08-07 DOI:10.1080/02650487.2024.2386916
Eunjin (Anna) Kim, Heather Shoenberger, Donggyu Kim, Esther Thorson, E. Zihang
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引用次数: 0

摘要

本研究探讨了影响者的可信度和刺激的新颖性作为虚拟影响者有效性的重要途径。我们比较了类人虚拟影响者(HVIs)和动漫虚拟影响者(AVIs),发现这两种虚拟影响者都具有很高的可信度。
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Novelty vs. trust in virtual influencers: exploring the effectiveness of human-like virtual influencers and anime-like virtual influencers
This research explores influencer trustworthiness and stimulus novelty as important paths for the effectiveness of virtual influencers. We compare human-like virtual influencers (HVIs) and anime-li...
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来源期刊
CiteScore
13.90
自引率
19.40%
发文量
66
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