.../methodology/approach A VR real estate service platform was selected as the experimental platform, and two experiments were conducted to test the hypotheses. The ANOVAs and regressions were used for data analysis. Findings Results show that VA leads to a higher level of perceived diagnosticity than VI...

... payment from the brand. Originality/value This research advances understanding of sponsorship disclosure and provides a way to manage its impact on message persuasiveness. Sponsorship disclosure Perceived diagnosticity Order effect Influencer marketing To clarify, for example, a beauty...