Factors of virtual influencer marketing influencing Generation Y consumers' purchase intention in Malaysia
Year of publication: |
2022
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Authors: | Yoong Ruey Yap ; Nurlida Ismail |
Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 17.2022, 3/4, p. 437-458
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Subject: | virtual influencer marketing | parasocial interaction | attractiveness | trustworthiness | purchase intention | Malaysia | Konsumentenverhalten | Consumer behaviour | Vertrauen | Confidence | Virtuelle Realität | Virtual reality | Marketingmanagement | Marketing management | Online-Handel | Online retailing | Kaufentscheidung | Purchase decision | Online-Marketing | Internet marketing |
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