Are virtual or real influencers most effective in metaverse advertising?

Marie Haikel-Elsabeh (2023) Virtual Influencers versus Real Influencers Advertising in the Metaverse, Understanding the Perceptions, and Interactions with Users, Journal of Current Issues & Research in Advertising, 44:3, 252-273, DOI: 10.1080/10641734.2023.2218420