The Moderating Role of Homophily and Need for Uniqueness in the Relationship Between Anthropomorphism of Virtual Influencer and Intention to Imitate and Word of Mouth
<p>With the recent gradual reduction in negative perceptions of virtual influencers (VIs), understanding how consumers perceive VIs’ anthropomorphism and its impact on forming consumer relationships is critical for increasing marketing effectiveness. To gain a better understanding of how consu...
محفوظ في:
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| مؤلفون آخرون: | |
| منشور في: |
2025
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إضافة وسم
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