Designing Influence: How Cartoonish and Humanlike Characters Shape Consumer Decisions

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Open Access

|Apr 2025

References

Kaiser, C., Manewitsch, V., Schallner, R., & Fenne, E. (2024). Personality over looks: The impact of virtual influencer design on brand engagement and purchase decisions. 15. Wissenschaftliche Tagung des ADM, der ASI und des Statistischen Bundesamtes, Wiesbaden.
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Kaiser, C., Manewitsch, V., & Schallner, R. (2024). The human factor in virtual influence: Decoding the role of human-like traits in digital characters on shaping consumer choices and brand engagement. NIM Insights 2024/2.
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Language: English

Page range: 48 - 53

Published on: Apr 19, 2025

Published by: Nuremberg Institute for Market Decisions

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

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© 2025 Carolin Kaiser, Vladimir Manewitsch, Rene Schallner, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.