تصفح Management & Marketing حسب الموضوع "Warmth"
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Stereotyping human-like virtual influencers in retailing: Does warmth prevail over competence?
( Elsevier , 2023 , Article)Building upon the Stereotype Content Model (SCM), the current research provides insights into how virtual influencers (VIs) influence consumer responses. More specifically, it investigates the associations between the VI's ...