- Tytuł:
- Real or Not, Doesn’t Matter, As Long As You Are Hot: Exploring the Perceived Credibility of an Instagram Virtual Influencer
- Autorzy:
-
Awdziej, Marcin
Plata-Alf, Dagmara
Tkaczyk, Jolanta - Powiązania:
- https://bibliotekanauki.pl/chapters/2049048.pdf
- Data publikacji:
- 2022-05-15
- Wydawca:
- Akademia Leona Koźmińskiego w Warszawie
- Opis:
- The following study aimed to check whether or not the knowledge regarding the fact that an influencer is a fictional/virtual character affects their perceived credibility. The research is of a pioneering nature, as the virtual influencer phenomenon is just developing. When conducting the study, we wanted to find out whether or not the knowledge regarding the virtual influencer differentiates the assessment of their credibility in relation to its three dimensions: attractiveness, trust towards them and their expertise. In order to meet the objectives of the study, our own experimental research was conducted (246 management students were recruited for the study). The research findings confirm that when it comes to assessing the source credibility, it is irrelevant whether recipients know (or not) if the character that they come in contact with is virtual or real.
- Źródło:
-
Extending Boundaries.The Impact of the Digital World on Consumers and Marketing; 33-46
9788366502062 - Dostawca treści:
- Biblioteka Nauki
Artykuł