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Liu和Wu - 2025 - From Pixels to Action Virtual Influencers Promoting Pro-Environmental Behavior Through Anthropomorp by zhouxuan20021101 is a document available to read on EtoBox.
The study investigates the effectiveness of virtual influencers (VIs) in promoting pro-environmental behavior through anthropomorphism, source credibility, and strategic messaging. Findings indicate that human-like VIs are more persuasive, particularly when labeled as non-experts, and that hope appeals are more effective than fear appeals. The research highlights the importance of cognitive trust and emotional appeal in the persuasion process, providing insights for optimizing VIs in environmental communica
- Author
- zhouxuan20021101
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- EN