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Journal of Advertising Volume 52, 2023 - Issue 4
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ORIGINAL RESEARCH ARTICLES

Consumers’ Responses to Virtual Influencers as Advertising Endorsers: Novel and Effective or Uncanny and Deceiving?

Claudia FrankeSaarland University, Saarbrücken, GermanyCorrespondence[email protected]
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Andrea Groeppel-KleinSaarland University, Saarbrücken, GermanyView further author information
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Katrin MüllerSaarland University, Saarbrücken, GermanyView further author information
Pages 523-539 | Received 21 Jan 2022, Accepted 24 Nov 2022, Published online: 05 Jan 2023

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