Chatbot ads with a human touch : a test of anthropomorphism, interactivity, and narrativity
Yuan Sun, Jin Chen, S. Shyam Sundar
| Year of publication: |
2024
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|---|---|
| Authors: | Sun, Yuan ; Chen, Jin ; Sundar, S. Shyam |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 172.2024, Art.-No. 114403, p. 1-13
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| Subject: | Anthropomorphism | Chatbot advertising | Message interactivity | Narrative transportation | Social presence | Narrative Methode | Narrative method | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Soziale Beziehungen | Social relations |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.114403 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014546083