Publication | Open Access

Sweet escape: The role of empathy in social media engagement with human versus virtual influencers

Social MediaInterpersonal CommunicationSocial Media EngagementMedia PsychologySocial PsychologyVirtual InfluencersEmpathyOnline CommunitySocial InfluenceSocial SciencesCommunicationVirtual CommunityArtsSweet EscapeConsumer EngagementJournalismComputer-mediated Communication