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Erschienen in:
2023 | OriginalPaper | Buchkapitel
Virtual Idol: Can the Digital Exist Bring Marketing Effectiveness and How? An Empirical Study Based on SEM
verfasst von : Yunzhu Yu, Simon CM Kwong
Erschienen in: Frontier Computing
Verlag: Springer Nature Singapore
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Abstract
Virtual idol is a computer-generated media celebrity, this digital exist is becoming a new type of marketing tool and virtual idol marketing has also become an emerging social phenomenon. However, the related academic research is far behind the practice. This study verified that virtual idol can influence audience’s brand attitude and purchase intention through the mediating effect of para-social interaction. By verifying the marketing effectiveness and revealing the underlying operational mechanism of virtual idol marketing, the result of this study can provide theoretical support for virtual idol marketing practice and guidance for virtual idol design and operation.