Revisiting the elaboration likelihood model in the context of a virtual influencer: A comparison between high‐and low‐involvement products
S Park, X Wei, H Lee - Journal of Consumer Behaviour, 2024 - Wiley Online Library
While existing research on the elaboration likelihood model (ELM) has primarily focused on
human influencers, the literature on virtual influencers (also known as digital humans or AI …
human influencers, the literature on virtual influencers (also known as digital humans or AI …
If a Picture is Worth 1000 Words, How Much is a Video Worth: The Influence of Ad Format on Ticket Purchasers' Ad Clicks
As social media advertising spending continues to rise, marketers' understanding of how to
enhance the effectiveness of these ads must also continue to expand. Utilizing an online …
enhance the effectiveness of these ads must also continue to expand. Utilizing an online …