Humanlike virtual influencers (HVIs) mimic human influencers (HIs), but how do consumers perceive them, and how does this affect persuasion knowledge? This experiment examines how consumers differentiate HVIs from HIs based on two mental states – intentions and emotions– and how differences in mind perception …

Social media, such as Facebook, offer brands the opportunity to reach their target audience in a less obtrusive way than traditional media, through sponsored posts. Regulations require marketers to explicitly inform consumers about the commercial nature of these posts. This study addresses the effects …

Social media, such as Facebook, offer brands the opportunity to reach their target audience in a less obtrusive way than traditional media, through sponsored posts. Regulations require marketers to explicitly inform consumers about the commercial nature of these posts. This study addresses the effects …