Virtual Idol: Can the Digital Exist Bring Marketing Effectiveness and How? An Empirical Study Based on SEM

Author:

Yu Yunzhu,Kwong Simon CM

Publisher

Springer Nature Singapore

Reference4 articles.

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2. Lee, J.E., Watkins, B.: YouTube vloggers' influence on consumer luxury brand perceptions and intentions. J. Bus. Res. 69, 5753–5760 (2016). https://doi.org/10.1016/j.jbusres.2016.04.171

3. Sokolova, K., Kefi, H.: Instagram and YouTube bloggers promote it, why should i buy? how credibility and parasocial interaction influence purchase intentions. J. Retail. Consum. Serv. 53, 1–16 (2020). https://doi.org/10.1016/j.jretconser.2019.01.011

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