Virtual influencers and corporate reputation : from marketing game to empirical analysis
Baogui Xin and Yaru Hao and Lei Xie
| Year of publication: |
2024
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|---|---|
| Authors: | Xin, Baogui ; Hao, Yaru ; Xie, Lei |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 18.2024, 5, p. 759-786
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| Subject: | Equilibrium analysis | Influencer marketing | Marketing strategies | Reputation risks | Social media platforms | Virtual influencers | Social Web | Social web | Firmenimage | Corporate reputation | Marketingmanagement | Marketing management | Influencer | Marketing | Online-Marketing | Internet marketing | Reputation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-10-2023-0330 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015062964