Can('t) touch this : the effect of form realism and product domain in virtual influencer endorsements
Ozan Ozdemir, Feyzan Karabulut, Paul R. Messinger
| Year of publication: |
2025
|
|---|---|
| Authors: | Ozdemir, Ozan ; Karabulut, Feyzan ; Messinger, Paul R. |
| Published in: |
Journal of retailing. - New York, NY [u.a.] : Elsevier, ZDB-ID 2013905-6. - Vol. 101.2025, 2, p. 298-310
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| Subject: | Avatar marketing | Brand endorsement | Digital marketing | Influencer marketing | Virtual influencers | Marketing | Influencer | Online-Marketing | Internet marketing | Social Web | Social web | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour | 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.jretai.2025.04.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015427559