KOREASCHOLAR

THE POWER OF TWO: HOW SOCIAL PRESENCE, PERCEIVED CLOSENESS, AND GENDER CONGRUENCE SHAPE VIRTUAL INFLUENCER COLLABORATIONS

Fanjue Liu

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/442669

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Global Marketing Conference

2025 Global Marketing Conference at Hong Kong (2025.07)
p.541

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Keyword

Virtual Influencer Co-Influencer Social Presence Credibility Gender Congruence

Author

Fanjue Liu(Shanghai Jiao Tong University, China)