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Virtual Influencers - Coggle Diagram
Virtual Influencers
Perceptions
Moustakas et al., 2020
VIs offer novelty, lack authenticity and reliability
like human social influencers
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Byun and Ahn (2023
VIs offer greater controllability, enabling sponsors
to mold their behavior and content.
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Effectiveness
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Zhong (2022)
Authenticity of appearance, and brand fit of VIs positively correlated with customer brand engagement