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Abstract Virtual influencers, generated on the computer, are changing the advertising industry. More and more brands utilize virtual instead of human influencers as endorsers for their marketing campaigns for a variety of reasons, e.g., better control of the influencer’s behavior, cost savings,...
Abstract Even though the use of silhouettes in advertising is prevalent, knowledge about their impact on consumers is surprisingly limited. In this research, I propose that the use of human silhouettes, when compared to images of attractive human models, enhances advertising effectiveness by...
Abstract Artificially created characters – virtual influencers – amass millions of followers on social media and affect digital natives’ engagement and decisionmaking in remarkable ways. Guided by the Uses and Gratification (U&G) approach and the Uncanny Valley Theory, this study seeks to...
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