A “puppy phenomenon” like Hans Murmeli captivates viewers online, explains media expert Matthias Zehnder. Despite its cute effect, such an artificial figure cannot replace the effect of human influencers: “It simply lacks the credibility and experience that a human has and that is necessary to be able to advertise products in a really convincing way,” says Matthias Zehnder. «When Roger Federer advertises sports shoes, I believe him that these shoes are really good. An artistic figure does not have this effect.”
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