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The 'Mixed' Reality of Virtual Brand Endorsers: Understanding the Effect of Brand Engagement and Social Cues on Technological Perceptions and Advertising Effectiveness
- Source :
- Journal of Interactive Advertising. 23:98-113
- Publication Year :
- 2023
- Publisher :
- Informa UK Limited, 2023.
- Subjects :
- Marketing
Communication
Subjects
Details
- ISSN :
- 15252019
- Volume :
- 23
- Database :
- OpenAIRE
- Journal :
- Journal of Interactive Advertising
- Accession number :
- edsair.doi...........835a490f1b1b6641d858077fa93a7e55
- Full Text :
- https://doi.org/10.1080/15252019.2023.2185557