About this document

Virtual Influencers in Prosocial Marketing by anhnmhs170963 is a document available to read on EtoBox.

This research article investigates the effectiveness of virtual influencers (VIs) in promoting prosocial marketing compared to human influencers (HIs). The findings indicate that while HIs are generally more persuasive in promoting prosocial behaviors, VIs can be equally effective when brand affiliation is clearly communicated. The study highlights the importance of perceived homophily and post authenticity in influencing consumer behavior towards prosocial causes.

Author

anhnmhs170963

Language

EN