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Keywords: CASA
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2024) 25 (6): 851–868.
Published: 25 June 2024
...Qiaoling Lin; Siew Imm Ng; Norazlyn Kamal Basha; Xi Luo; Yingxia Li Purpose Based on the computers as social actors (CASA) theory, this study aims to explore the impact of three characteristics of virtual influencers (conversational tone, autonomy and responsiveness) on social presence...
