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Session 02.01.05: METAVERSE AVATARS VS. REAL MODELS: SHAPING BRAND ATTITUDES THROUGH HOMOPHILY

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2025 KSMS Proceedings
15 Nov 2025
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Paper tite: 

METAVERSE AVATARS VS. REAL MODELS: SHAPING BRAND ATTITUDES THROUGH HOMOPHILY


Author:

Sung Hun (Kevin) Bae, The Hong Kong Polytechnic University, Hong Kong

Erin Cho, The Hong Kong Polytechnic University, Hong Kong

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