A new social media programme for brands? : a study of the relationship between virtual influencers and brand followers
Zhiwei Guo, Hongtao Yang, Wang Yang
| Year of publication: |
2025
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|---|---|
| Authors: | Guo, Zhiwei ; Yang, Hongtao ; Yang, Wang |
| Published in: |
Journal of retailing and consumer services. - Amsterdam : Elsevier Science, ISSN 0969-6989, ZDB-ID 2020784-0. - Vol. 84.2025, Art.-No. 104241, p. 1-15
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| Subject: | Virtual influencers | Brand followers | Inverted U-Shaped relationship | User engagement behavior | User repost behavior | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Influencer | Online-Marketing | Internet marketing | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2025.104241 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015441731