Virtual or Human Influencers as Endorsers? Behavioral and EEG Evidence of How Influencer Type Affects Purchase Intention of New Products

Journal:

Computers in Human Behavior

Published:

2025-07-21

DOI:

10.1016/j.chb.2025.108754

Affiliations:

4

Authors:

4

Go to article

Institutions	Authors	Share
Shanghai International Studies University (SISU), China	1.500000	0.38
Sun Yat-sen University (SYSU), China	1.000000	0.25
Shanghai University of Engineering Sciences (SUES), China	1.000000	0.25
Guangdong Institute of Intelligence Science and Technology, China	0.500000	0.13

Interested in Marketing?