The role of anthropomorphism and racial homophily of virtual influencers in encouraging low‐ versus high‐cost pro‐environmental behaviors

Virtual influencers have great potential to shape the audience's perception and motivate behavioral change. Drawing upon anthropomorphism theory and social identity theory, this paper examined the interaction effect of anthropomorphism and racial homophily of virtual influencers in shaping audi...

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Veröffentlicht in:	Psychology & marketing 2024-08, Vol.41 (8), p.1833-1853
Hauptverfasser:	Wan, Calvin, Lee, Daisy, Ng, Peggy
Format:	Artikel
Sprache:	eng
Schlagworte:	Anthropomorphism artificial intelligence influencing marketing pro‐environmental behaviors sustainability virtual influencers
Online-Zugang:	Volltext
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