Anthropomorphism in advertising: the effect of media on audience attitude
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DOI: 10.1080/13527266.2020.1771403
Abstract: In this paper, we have glanced into how the nonhuman entity is imagined, seen, experienced, and managed accordingly either by a consumer or by marketers. Further, we investigated the effects of med... read more here.
Keywords: media audience; advertising effect; anthropomorphism advertising; audience attitude ... See more keywords