44.3-4: Industry experts and consumers provide contrasting opinions about virtual versus human influencers Artwork

JCIRA: Curious and Interesting

You’re listening to “Curious and Interesting,” a two-minute podcast on what’s new and intriguing in the world of advertising research. I’m Dr. Sukki Yoon, editor of the Journal of Current Issues and Research in Advertising.

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JCIRA: Curious and Interesting

44.3-4: Industry experts and consumers provide contrasting opinions about virtual versus human influencers

September 08, 2023 • Sukki Yoon • Season 44 • Episode 3

Anan Wan & Mengtian (Montina) Jiang (2023) Can Virtual Influencers Replace Human Influencers in Live-Streaming E-Commerce? An Exploratory Study from Practitioners’ and Consumers’ Perspectives, Journal of Current Issues & Research in Advertising, 44:3, 332-372, DOI: 10.1080/10641734.2023.2224416