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Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance

Digital MarketingConsumer ResearchSocial InfluenceCommunicationOnline Customer BehaviorInfluencer StudiesManagementMarketing CommunicationConsumer BehaviorUser PerceptionMedia MarketingVirtual InfluencersPersuasionMarketing PerformanceMarketingInteractive MarketingVirtual Influencer MarketingArtsConsumer Attitude