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Spring 2022
This research introduces the concept of phatic brand communication to marketing, and examines its use in the context of social media. The main function of phatic brand communication is for brands to create an atmosphere of sociability with consumers (e.g., “Hey YOU. Have a great day.”) rather...
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Fall 2024
The prevalence of virtual agents across various sectors has led to the emergence of virtual influencers on social media platforms as computer-generated alternatives to human social media influencers. Virtual influencers are not very different from their human counterparts. On social media...