Research Article

Comparing CSR Activity Effects of Human vs. Virtual Influencers: Focusing on the Moderating Effect of Message Type

Jang, Seo¹ · Heo, Jeong¹

¹ Hankyong National University

Published: January 2025 · Vol. 54, No. 3 · pp. 667-689

DOI: https://doi.org/10.17287/kmr.2025.54.3.667

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