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Keywords: Political identity
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Journal Articles
Virtual influencers: how human-like or animal-like traits shape intention to donate
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Asia Pacific Journal of Marketing and Logistics (2025) 37 (11): 3148–3165.
Published: 31 March 2025
... influencers impacts prosocial behavior, particularly in encouraging environmental protection and charitable donations. Grounded in Social Identity Theory, the research explores the mediating role of identification, along with the moderating effects of political identity and mood. Design/methodology...
