Standing out or fitting in? : how perceived autonomy affects virtual influencer marketing outcomes
Xiaoyun Zheng, Murong Miao, Lu Zhang, Li Huang
| Year of publication: |
2024
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|---|---|
| Authors: | Zheng, Xiaoyun ; Miao, Murong ; Zhang, Lu ; Huang, Li |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 185.2024, Art.-No. 114917, p. 1-17
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| Subject: | Product type | Virtual influencers | Identity threat | Influencer type | Perceived autonomy | Influencer | Marketing | Persönlichkeitspsychologie | Personality psychology | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2024.114917 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015147960