Virtually authentic : examining the match-up hypothesis between human vs virtual influencers and product types
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 |
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