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Consumer Reactions to Virtual Influencers by Bernadette Austen is a document available to read on EtoBox.

What is Consumer Reactions to Virtual Influencers about?

The study explores how consumers engage with virtual influencers (VIs) on social media, identifying six primary motivations: novelty, information, entertainment, surveillance, aesthetics, and social interaction. While followers find VIs to be

Author

Bernadette Austen

Language

EN