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Summary
As virtual influencers (VIs) increasingly front campaigns for major brands, how does disclosing sponsorship affect audiences? This mixed-method study analyzed over 48,000 Instagram comments. Researchers also conducted an online experiment to examine how users respond emotionally and behaviorally to sponsorship disclosure by a virtual influencer. Results reveal that disclosure can increase positive sentiment but reduce engagement, challenging long-held assumptions about persuasion knowledge in influencer marketing.
