Brand-transformed or celebrity-transformed? : the effect of different role-transformed virtual influencers on purchase intention
Xueying Wang, Yuexian Zhang
| Year of publication: |
2025
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|---|---|
| Authors: | Wang, Xueying ; Zhang, Yuexian |
| Published in: |
Journal of retailing and consumer services. - Amsterdam : Elsevier Science, ISSN 0969-6989, ZDB-ID 2020784-0. - Vol. 86.2025, Art.-No. 104318, p. 1-22
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| Subject: | Affective trust | Cognitive trust | Language style | Platform type | Virtual influencer | Vertrauen | Confidence | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Online-Handel | Online retailing | Influencer | Kognition | Cognition | Sprache | Language | Virtuelle Organisation | Virtual organization | Virtuelles Team | Virtual team | Virtuelle Realität | Virtual reality |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2025.104318 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015441883