KOREASCHOLAR

ANTHROPOMORPHISM AND REALISM OF VIRTUAL INFLUENCERS: CONSUMERS’ INTENTION TO PURCHASE LUXURY BRANDED PRODUCTS

Athena Wei Chee Chong, Tiong Ying Ying, Isaac Cheah, Yap Ching Seng, Joseph Sia Kee Ming
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442397
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.217
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Virtual influencerAnthropomorphismRealismPerceived CredibilityLuxury Branding
Author
  • Athena Wei Chee Chong(Curtin University, Malaysia)
  • Tiong Ying Ying(Curtin University, Malaysia)
  • Isaac Cheah(Curtin University, Australia)
  • Yap Ching Seng(Curtin University, Malaysia)
  • Joseph Sia Kee Ming(Curtin University Malaysia)