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Keywords: Donation intention
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (11): 3148–3165.
Published: 31 March 2025
.../approach Study 1 demonstrates that human-like virtual influencers enhance donation intentions by increasing identification. Study 2 highlights political identity as a moderator, with conservatives favoring human-like influencers and liberals preferring animal-like ones. Study 3 examines how mood further...
