Reputation through artificial intelligence? On the effectiveness of virtual influencers as spokespersons in corporate crisis communication
With virtual social media influencers, a new form of brand ambassador has established itself on social networks. In our study, we look at the extent to which they are also suitable as spokespersons after a corporate crisis. To this end, we conducted a three-stage single-factor design online experime...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2025-06-01
|
| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1509682/full |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
