Anthropomorphism in CSR endorsement : a comparative study on humanlike vs. cartoonlike virtual influencers’ climate change messaging
Jeongwon Yang, Ploypin Chuenterawong, Heejae Lee, T. Makana Chock
| Year of publication: |
2023
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|---|---|
| Authors: | Yang, Jeongwon ; Chuenterawong, Ploypin ; Lee, Heejae ; Chock, T. Makana |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 5, p. 705-734
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| Subject: | corporate social responsibility | expectancy violation theory | influencer marketing | source credibility | Virtual influencers | Corporate Social Responsibility | Corporate social responsibility | Influencer | Klimawandel | Climate change | Social Web | Social web | Marketing | Glaubwürdigkeit | Credibility |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2022.2163041 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014287741