Viral advertising Archive
The Virtual Influencer Thinks of Its Existence, Therefore It Is: The Interaction of Ontological Narratives, AI Autonomy Cue, and Pre-existing Attitudes
Jiwon Kim (Ph.D student), Joowon Lee (M.A. student), Hanyoung Kim (Ph.D. Alum), Jeong-Yeob Han, and Ja Kyung Seo (Ph.D. Alum), “The Virtual Influencer Thinks of Its Existence, Therefore It Is: […]
A Network Approach to Viral Advertising: The role of traditional influencers, new influencers and low-influencers
Abstract: The diffusion of social networks platforms opened the door to a new age of peer to peer distributed advertising content widely referred to as viral advertising. The current study […]