Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance-Reference-Cited by-同舟云学术

Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance

Published:2024-04 Issue: Volume:176 Page:114611
ISSN:0148-2963
Container-title:Journal of Business Research
language:en
Short-container-title:Journal of Business Research

Author:

Kim Inhwa,Ki Chung-Wha,Lee Hyunhwan,Kim Youn-Kyung

Funder

The Hong Kong Polytechnic University

Publisher

Elsevier BV

Reference73 articles.

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