Research on the Effectiveness of Virtual Endorsers: A Study Based on the Match-Up Hypothesis and Source Credibility Model
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- Albérico Travassos Rosário & Joana Carmo Dias, 2023. "The New Digital Economy and Sustainability: Challenges and Opportunities," Sustainability, MDPI, vol. 15(14), pages 1-23, July.
- Adaval, Rashmi, 2001. "Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 1-17, June.
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Keywords
virtual endorsers; match-up hypothesis; source credibility; product attitude; product type;All these keywords.
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