Not so different after all? A netnographic exploration of user engagement with non-human influencers on social media
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DOI: 10.1016/j.jbusres.2023.114149
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Cited by:
- Jiang, Kan & Zheng, Junyuan & Luo, Shaohua, 2024. "Green power of virtual influencer: The role of virtual influencer image, emotional appeal, and product involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
- Liu, Fanjue & Lee, Yu-Hao, 2024. "Virtually responsible? Attribution of responsibility toward human vs. virtual influencers and the mediating role of mind perception," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
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Keywords
Non-human influencer; Social media influencer; Influencer marketing; User engagement; Netnography; Instagram;All these keywords.
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