Virtually authentic : examining the match-up hypothesis between human vs virtual influencers and product types
Fanjue Liu and Yu-Hao Lee
| Year of publication: |
2024
|
|---|---|
| Authors: | Liu, Fanjue ; Lee, Yu-Hao |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 33.2024, 2, p. 287-299
|
| Subject: | Authenticity | Experiential product | Functional product | Influencer marketing | Match-up hypothesis | Product type | Product-endorser fit | Symbolic product | Virtual influencer | Produktivität | Productivity | Influencer | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Glaubwürdigkeit | Credibility | Virtuelle Realität | Virtual reality | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-03-2023-4418 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014486343