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Human vs. machine as message source in advertising: examining the persuasiveness of brand influencer type and the mediating role of source credibility for advertising effectiveness in social media advertising
(University of Missouri--Columbia, 2022)
, 2020), research to understand the impact of this transformation of message source (from human to machine) is urgently needed but rarely conducted to date. The most apparent machine sources, SMIs, are already being put to use in practice without fully...