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Keywords: Green products
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Journal Articles
Journal of Product & Brand Management (2025) 34 (4): 468–485.
Published: 07 January 2025
...Jianming Wang; Guotao Ye; Jingshu Yang Purpose Influencer marketing has emerged as a key strategy for brands to promote green products. The effectiveness of virtual influencers – a newer type of endorser – for these products remains unclear. This study aims to compare the effectiveness of virtual...
