Is AI better than humans? unveiling the boundary conditions under which virtual influencers outperform human influencers in endorsing sustainable products
With the rising trend toward sustainable consumption and the pivotal role of social media in the buying behavior, brands are keen to promote sustainable products through these platforms. Virtual influencers (VIs) have emerged as lower-cost and scandal-resistant alternatives to human influencers (HIs...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Multidisciplinary Digital Publishing Institute
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/114490/ http://psasir.upm.edu.my/id/eprint/114490/1/114490.pdf |