The Influence of Virtual Idol Characteristics on Consumers’ Clothing Purchase Intention
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- Deng, Fengyi & Tuo, Muyuan & Chen, Si & Zhang, Zichen, 2024. "Born for marketing? The effects of virtual versus human influencers on brand endorsement effectiveness: The role of advertising recognition," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
- Kim, Inhwa & Ki, Chung-Wha & Lee, Hyunhwan & Kim, Youn-Kyung, 2024. "Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance," Journal of Business Research, Elsevier, vol. 176(C).
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Keywords
virtual idol; marketing; attitude; adult playfulness; idolatry; purchase intention;All these keywords.
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