“…Influencer marketing can be defined as a "strategy in which a firm selects and incentivizes online influencers to engage their followers on social media in an attempt to leverage these influencers' unique resources to promote the firm's offerings" , Hub, 2023). Previous research has proposed several solutions to this issue, such as sharing more original content and ideas (Casaló et al, 2020;Ki & Kim, 2019;Leung, Gu, Li, et al, 2022), using more sensory language (Cascio Rizzo, Berger, et al, 2023) and high-arousal language (Cascio Rizzo, Villarroel Ordenes, et al, 2024), following fewer others (Valsesia et al, 2020), sharing visual content or sponsoring products congruent with followers' interests (Argyris et al, 2020;Belanche et al, 2021), using facial expressions (i.e., broad smile) that fit with the endorsed product (Shuqair et al, 2024), and adopting a concrete (vs. abstract) message appeal (Kapoor et al, 2023). A common thread in all these studies is the emphasis on human influencers-or more recently, virtual (computergenerated) versions (Sands et al, 2022).…”