Investigating the effectiveness of virtual influencers in prosocial marketing
(2024)
Journal Article
Igarashi, R., Bhoumik, K., & Thompson, J. (2024). Investigating the effectiveness of virtual influencers in prosocial marketing. Psychology and Marketing, 41(9), 2121-2135. https://doi.org/10.1002/mar.22031
Heeding the rising popularity of virtual influencers on social media, many established brands are beginning to collaborate with them. Although virtual influencers are perceived as novel and exciting, their effectiveness in different areas of consumer... Read More about Investigating the effectiveness of virtual influencers in prosocial marketing.