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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)
, and creative expression across social networks" (McMillan and Childers, 2017, p. 52). Influencer marketing is a crucial component of social media marketing, which is projected to become a $10 billion market by 2023 (Tan, 2019). The primary contribution...