Paula Andrea Lopez Herrera

Human Spokesperson Versus Artificial Intelligence Avatar and Authorship Disclosure in Digital Advertising: Effects on Performance Metrics

Virtual influencers generated by artificial intelligence have emerged as a strategic tool in digital advertising, although evidence regarding their actual effectiveness in market campaigns remains limited to laboratory experiments based on self-report measures. This study examine...

Digital Engagement in Geopolitical Crises: A Comparative Analysis of Message Attributes on Instagram and X During the Capture of Nicolás Maduro

This study examines the determinants of digital engagement during geopolitical crises, using the capture of Venezuelan President Nicolás Maduro by U.S. forces on 3 January 2026 as a case study. The aim is to identify which message attributes drive audience interaction and how the...