Influence of Formative Principles of Virtual Influencer on the Ads, Brand, and Product Attitude: Mediating Effect of Likeability

Author:

Won Jong-shin

Publisher

Digital Contents Society

Subject

General Earth and Planetary Sciences,General Environmental Science

Reference36 articles.

1. "Humanized Robots": A Proposition of Categories to Understand Virtual Influencers

2. JoongAng Ilbo. The Rapid Growth of ‘Everlasting Youth’ Virtual Influencer⋯The Market Breadth Expected 14 Trillion in 2025, likely to Outrun Hume Influencer [Internet]. Available: https://www.joongang.co.kr/article/25151765#home.

3. Insider Intelligence. Influencer Marketing: Social Media Influencer Market Stats and Research for 2022 [Internet]. Available: https://www.insiderintelligence.com/insights/influencer-marketing-report/.

4. S. B. Chang, “A Study on the Mediating Effect of Friendliness on the Relationship between the Characteristics of Virtual Influencers, Recommendation Intention, and Revisit Intention,” Journal of Cultural Product & Design, Vol. 72, pp. 145-160, March 2023.

5. Korea Communications Agency, “Cases and Competitiveness of Virtual Influencer Threatening Human Influencer,” Media Issue & Trend, Vol. 33, pp. 22-29, June 2020.

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