Welcome to the 2023 AAA Annual Conference in Denver, CO! We are so glad you are joining us. Be sure to share your time at the conference using #AAA2023!
Click the "Map" tab for a map of the meeting space and session rooms.
Wifi code: stayhappy
Valet parking is available for a rate of $42.00 per vehicle per night, and self-parking is available at a rate of $38.00 per vehicle per night.
Previous research on virtual influencers and advertising mainly addresses such endorsement in commercial contexts without considering the formats and dynamics of the media environment. To fill the research gaps, guided by media richness theory and source credibility theory, the study is designed to examine the effectiveness of virtual influencers' endorsement of social causes. Specifically, the study tested environmental factor (virtual reality vs non-virtual reality) and source trust (disclosure vs non-disclosure) on consumers’ receptivity to a social cause endorsed by virtual influencers. A 2 (video format: 360-degree video vs. regular video) x 2 (backstage disclosure: yes vs. no) between-subjects experiment was conducted. Results revealed the interaction effect between video format and the presence of backstage disclosure on perceived VI’s authenticity and VI’s role model influence. In addition, the mediation effects of perceived VI’s authenticity and VI’s role model influence on users’ attitudinal evaluation of VIs and donation intention were found.
